Inhale good words. Exhale bad words. Here’s why copywriting is like yoga…

Have you ever wondered why master yogis looks so effortless and beautiful in their practice?

Their bodies are fluid, moving between poses with grace and composure, and everything is synchronised with precision and alignment. And while it might look like just a few sequences of bends and lifts, it takes years to craft a rhythm that blends balance, form and power so eloquently.

It’s a flow state that every good freelance copywriter knows like the back of their hand. Because every good freelance copywriter knows the importance of flow when copywriting. They know when a headline has the perfect rhythm, they know when a customer email flows so naturally it feels like a conversation with a friend, and they know the irreplaceable magic that some words possess, when attempting to tap into consumer psyche.

They also know when it’s wrong. They know the clunky words, the stumpy words and the words that sound like a dead end before you’ve even mentioned the offer.

I was making a sandwich earlier and the copy on the packet stopped me in my tracks. It said ‘for a smugly better butty’. I’m still stumbling over those words even writing them back.

You see, ‘smugly’ and ‘butty’ just don’t sound right together. They don’t flow. They’re both short, abrupt words that when read in the mind, or read aloud, don’t create a lovely lyrical flow. And the word ‘butty’ outside of England simply doesn’t translate.

This is where the yoga comes back into play, creating that irresistible rhythm that carries words and phrases right into the customer’s online basket. I’ve written for a range of food & beverage brands over the years, from Bertolli to Baileys.

Here are a few ways I’ve added flow to my freelance copywriting projects in the past…

Velvety soft and versatile. Bertolli Crema Cucina coats roasts, melts into marinades and swirls into stir-frys.
Creamy, dreamy, mild & milky. This cheese is like a farmer’s market in your basket.
Brrrr-ito to go? Warm up from the inside with our chilli chicken burrito.

Picture in the mind? Check. Wordplay that feels organic? Check. Rhythm that looks, feels and sounds right? Check.

You don’t need to bend over backwards to find that flow. You just need a freelance copywriter that has mastered the art. So whether you’re a f&b brand needing to dial up the deliciousness, or a tech brand needing true cut-through in a saturated space, message me today.