How to use pattern interrupt in copywriting 30 January 2025
Don’t read this. Please.
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That’s the power of pattern interrupt.
Break the flow
Pattern interrupt is a technique commonly used in Neuro-Linguistic Programming (NLP) and also sales, as discussed in this HubSpot article. As the term suggests, it uses the power of interruption, or a sudden break or change in pace, to surprise the mind out of habitual and maladaptive patterns.
Interrupt for impact
Interesting, but what does all this have to do with copywriting? Well, a great deal, actually. Adopting a pattern interrupt approach disrupts the anticipated or usual flow of content – a staple of advertising copywriting. But pattern interrupt can create powerful results in other aspects of copywriting too. Applying the power of pattern interrupt allows you to reboot the focus, showcase that important statement or simply narrow the space between attention and interest.
Outside-in
Sadly, there is still a perception out there that business copywriting is simply about putting nicely structured words and phrases together. Not so. What it’s actually about is balancing the flow of the content with a sudden surprise or unexpected turn of phrase in order to create a response. But this isn’t simply about writing all of your content in short sentences.
Pattern, interrupted
Balance is a big part of the power of the pattern interrupt in copywriting. For impact, don’t simply throw in a sudden content contrast or structure shift for its own sake. Find the equilibrium. After all, your audience is much more likely to pay attention to your content when it ‘unexpects’ the expected.
Think of it like conversation
Look at the how the ‘stops’ and ‘starts’ of your content work together. You can’t have one without the other. Too much flow and the content can become dull. Too many breaks and your content will become distractingly staccato. Imagine having a conversation with someone who talks in sentences in exactly the same length and intonation all the time. How long is it before your mind starts to wander? Not long, I suspect. Now imagine them talking with long pauses or in sudden bursts. Doesn’t make for a pleasant conversation, does it? Now apply that experience to content.
Find your balance
Done right, pattern interrupt does great things for copywriting, but it has to be applied carefully. Too little and your tone of voice becomes turgid and samey. Too much and it becomes gimmicky, unnatural and inauthentic. As with so much in life, balance is everything. Find yours and you’ll achieve the perfect pace to win people’s attention.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
