“The highest good is like water.
Water gives life to the ten thousand things and does not strive.
It flows in places men reject and so is like the Tao.”
-Tao Te Ching, Verse 8
Water always finds the path of least resistance. It never strives uphill… it doesn’t defy the law of gravity. It naturally finds the shortest, most direct path from A to B.
I’m fascinated by the spiritual concept of “flow”.
I try to live “in the flow” in my personal and business life… and even though I work on a daily basis to build my business, I’m always looking for the path of least resistance… and that path is usually in the form of “letting go” and letting the Universe take you where it wills.
Your marketing and sales copy should live in the “flow”, too. Your reader should never feel it is “work” to read your copy. The path should be easy… light… completely absorbing, such that nothing else matters but the present moment—what your prospect is currently reading.
Joe Sugarman called this concept the “greased slide.” Once your prospect gets on, there is no getting off until you reach the end.
That’s why flow is a critical element in your copy. The moment it starts feeling “clunky” or “awkward”, you’re in danger of losing your prospect.
Let there be nothing to interrupt the logical flow, emotional flow, rhythmic flow of the copy once your prospect “gets on”.
Edit, edit, edit for a natural, flowing “feel” to your copy. Keep your reader sliding down that greased slide all the way to the call to action.
