In her August 3, 2011 Marketing Minute, Marcia Yudkin makes a great point. She writes about the rhythm of copy and how it can be positively or negatively perceived by readers and listeners.

“Growing profits, reducing taxes. (This tag line’s) core idea is creative and appealing. When said out loud, however, the rhythm clunks. We need to tighten up and rearrange the words so the line has a regular pattern of beats. “Growing profits, reducing taxes” has downbeats and offbeats in this pattern: DUM de DUM de, de DUM de DUM de. The extra syllable at the start of the second phrase throws the rhythm off.”

Yudkin then gives the following examples of rhythmically improved taglines.

• Growing profits, cutting taxes.
• Higher profits, lower taxes.
• Earn more profits, pay less taxes.

Can you hear - and feel - the difference? 

Rhythm is especially important to consider when you’re writing copy that will be read aloud - in a radio or television spot or On Hold Marketing, for example – but, really, it’s important in any type of writing you do. Your audience may not be counting the beats and syllables of your sentences, but they will sense awkward rhythms in your writing.