And it can be confusing when a term means different things to different people - especially when they're on our copywriting course!
Here are two I've dealt with this week:
'Flow', can mean that.
- Each sentence should be fluent and clear to read, with correct syntax and simple construction.
copy as a whole should have a logical flow: subject areas should be
grouped, possibly under headings. The most important content (from the
client's point of view.
Important could mean: significant; or urgent) should be at the top, and the least important content at the bottom.
- You may use headings, bullet points and numbered lists, if appropriate.
We have lessons on this in our copywriting courses
- You could provide an executive summary, and an index with anchored links to headings, at the top.
These can help the reader: they know what's where.
- It may refer to the entire project, ie, the scope of your brief. Does the copy need light editing? Heaving editing? Are you being asked to check every fact?
- It may refer to the copy's relevance. So the editor should identify the copy's prime purpose, and edit it accordingly, either deleting, summarising, or prioritising the rest.