BORING. The subject is boring. Is the subject boring? How can your content not be boring to readers?
Tuesday: Write with the Pen of the Masters
Not everyone in your target market loves to read.
Some of them think reading is a boring task and after reading just the first three sentences of a copy, they’re already yawning.
So… how can you get these people to read your content?
By adding variety to your sentences.
Just as there’s beauty in diversity, there’s also life and fun in getting creative with how you construct your sentences.
This is one of the important writing skills to learn as an independent professional. When you create copies that vary in words, rhythm, and sentence length, you’re making it even more pleasant in the eyes of your readers.
Keep reading to know how sentence variety keeps you from creating boring content.
I hope you find this week’s tip helpful as you practice your copywriting skills.
Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute
Today is Tuesday, March 9, 2021.
Today’s topic is about copywriting.
Today, we’re going to help you improve.
– – –
The way the 3 sentences above are written is BORING!
Same words. Same rhythm. Same length.
What can we do to spice things up in copy that’s too plain or boring?
SENTENCE VARIETY!
Sentence variety refers to the practice of changing the length and structure of sentences to avoid tedious repetition and provide proper emphasis.
This is one of the rules pointed out in Robert Gunning’s book titled, “The Technique of Clear Writing.”
When writing different types of content, remember that variety adds interest.
When you encounter the same words, rhythm, or even the same length in your sentences…
… these are signs that your paragraph needs a bit more character. You don’t want your readers to find your copy uninteresting.
This is the point when sentence variety comes in!
Let us show you how.
- Check the length of sentences.
A series of really short or incomplete sentences can make your write-up sound awkward and leave the readers hanging for no reason. On another note, the continuous use of long sentences can be boring or complicated to read.
Determine which of your short sentences use the same structures and consider connecting them. For long sentences, try breaking these down to avoid run-on sentences and hard-to-follow discussion points.
Make sure that the flow is natural.
Examples:
Short Sentences
Instead of:
The ABC Company is a progressive and innovative organization.
The ABC Company provides an inclusive working environment for its employees.
Revise to:
The ABC Company is a progressive and innovative organization that provides an inclusive working environment for its employees.
Long Sentences
Instead of:
Last Friday, Karen went to the mall but unfortunately her car broke down on the way home and she was late for her dinner plans, her friend waited for her for two hours.
Revise to:
Last Friday, Karen went to the mall. Unfortunately, her car broke down on the way home and she was late for her dinner plans. Her friend waited for her for two hours. - Jumble the sentence structure.
When appropriate, try not to follow the typical subject-verb-object sentence format.
Some ways to do this are:
Inverting the subject and verb in the sentence
Instead of:
I have rarely read such an informative article.
Try:
Rarely have I read such an informative article.
Place modifiers in different places
Examples:
The ABC newsletter, which provides various tips on cooking , has been followed by millions of people.
Adrian climbed a number of mountains in the Philippines.
John prefers to study alone .
Use a transitional phrase
Examples:
Given these points, it’s clear that we should start changing our plan.
In other words, today is the best time to explore.
Moreover, it drives profitability and helps you achieve your business goals. - Pay attention to the first words of your sentences.
Starting consecutive sentences with the same words in one or more paragraphs can be boring or distracting for readers. Try to find a new way to start each sentence by using different words or revising your sentence structures.
Instead of:
Today is Tuesday, March 9, 2021. Today’s topic is about copywriting. Today, we’re going to focus on sentence variety.
Revise to:
Today is Tuesday, March 9, 2021, and we are going to talk about how to spice up your copywriting. Sentence variety is one way to achieve it! - Make the best use of punctuation marks.
If applicable, you can use commas (,), dashes (-), semicolons (;), colons (:), brackets ([ ]), and more. You can also use different types of sentences to convey the emotion of your content: declarative, interrogative, exclamatory, and imperative.
Examples:
Do you know what Dexter’s comfort food is?
A lot of pizza, donuts, and ice cream!
The key to every relationship: Communication.
[ IMPORTANT ] Read the following instructions below.
Just make sure to use all these tips correctly and in moderation.
Remember: Sentences with the same length, structure, first words, and punctuation might tire your readers because your content ends up sounding repetitive. Don’t let dull writing hinder you from delivering a clear message. You don’t want to lose your readers’ interest.
Sentence variety can help you be concise and straight to the point when writing content for your brand or company. It can help engage your readers and keep them interested all throughout your piece.
So… spice up your writing by trying out today’s tip on sentence variety!
What’s the point of taking on the challenge and being part of the independent working nation if you don’t make your investments work for you?
Register here for The I Institute's upcoming program: Building your Financial Future - Simple and Powerful Investing Strategies for Individuals and Families on March 18th.
Hope you found this week’s insights interesting and helpful.
Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
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