In marketing, getting your audience’s attention is the biggest hurdle. This is where “pattern interrupt” comes into play—a powerful technique used by copywriters to:
- Stop readers in their tracks,
- Disrupt their automatic reading patterns, and
- Make them focus on your message.
What is a pattern interrupt?
Pattern interrupt is any unexpected change in tone, format, or language that causes a mental pause. When people scroll through content, they develop habitual reading patterns, often skimming without fully absorbing the material. By strategically placing something surprising—like a bold question, an unexpected statistic, or even a dash of humor—you shake them out of autopilot mode. For instance, beginning a serious financial blog with “Stop! Are you unknowingly throwing money away every month?” breaks the mold and compels readers to think, “Wait, am I?”
Pattern interrupts are effective because they play into human psychology. Our brains are wired to notice changes in our environment. Think about driving down a straight road, when suddenly there’s a sharp turn or a bright billboard. Similarly, a shift in the copy breaks the reading rhythm, making it more likely for the audience to absorb your message.
To use pattern interrupts in your copy, experiment with:
- Unexpected questions or statements: “Is your strategy outdated?”
- Visuals or formatting changes: Use bold text, black-and-white images, or unique formatting to draw the eye.
- Humor or storytelling: A quick, funny anecdote can make dry information engaging.
Experiment on Your Own
Here are some fill-in-the-blank examples and tips to help you experiment with pattern interrupts in your copy. These examples allow you to add a bit of surprise and personality, making your writing more engaging and memorable. They also give you a foundation to add unexpected twists and engaging elements to your copy.
- Start with a Surprising Question: Lead with a question that feels unexpected or slightly provocative. This makes readers pause and think.
- Use Contradictions: Include a sentence that starts one way but ends in an unexpected twist.
- Introduce Humor: Light, funny lines can break up serious content and create a memorable moment.
- Invoke Curiosity: Use words that spark curiosity like “discover,” “uncover,” or “hidden.”
- Visual Cues: Use formatting tricks—bold text, emojis, or bullets—to visually break up the copy and grab attention.
Fill-in-the-Blank Examples
For Surprising Questions
- “Are you sure your [service/product] is doing what you think it is?”
- “When was the last time you [relevant action]? If you can’t remember, it’s probably too long.”
- “Think your [product/service] is amazing? Here’s why your customers might disagree.”
For Contradictions
- “You might think you’re saving money by [doing X], but here’s why it’s costing you more than you know.”
- “Everyone says [common belief], but the truth might shock you.”
- “You’re probably doing [action] to make things easier. Funny thing is, it’s actually [negative outcome].”
For Humor
- “Ever feel like your [job/product] is as unpredictable as a toddler with a crayon? Here’s how to add some control.”
- “You don’t need a PhD to understand [complex topic] … but sometimes it feels like it, right?”
For Curiosity
- “Discover the one thing you can do to make your [service/product] unforgettable.”
- “Uncover the hidden strategy top [industry professionals] use to keep their clients coming back.”
Examples in Action
- Volkswagen “Think Small” from the 1960 WV bug campaign.
- Dollar Shave Club “Shave Time. Shave Money.”
- J&B “ingle ells, ingle ells. The holidays aren’t the same without J&B.”
- Pampers “To pee or not to pee. We got the answer.”
- The Nature Conservancy “Now disappearing at a location near you.”
When used correctly, pattern interrupts can elevate your copy and make your message unforgettable. Just remember not to overdo it; a few well-placed surprises can make your content pop, but too many can become distracting. Balance is key!
Need help with our copy?
Reach out to me or download “Copywriting Fundamentals – Developing a Marketing Communication Strategy” for more copy writing tips.