Gary Provost on writing w/ short sentences.

Gary Provost’s short lesson shows how sentence length can turn writing from boring to beautiful. He literally shows what happens when every line sounds the same… then flips the rhythm and makes it sing.

The Rhythm Behind Great Copy

Great writing isn’t just about words—it’s about flow. By mixing short and long sentences, you control the reader’s pace and attention. It’s like a song: tension, release, and surprise keep us hooked.

Why It Works

• Varying rhythm keeps readers’ brains engaged
• Short sentences add punch
• Long ones add build-up and emotion
• The mix sounds human, not robotic

Real World Examples

• Apple ads use crisp, rhythmic copy (“Think different.”)
• Nike balances one-liners with longer storytelling in brand films
• Old Spice campaigns swing between absurd quick hits and dramatic monologues