Dynamic Marketing Communiqué

BORING. The subject is boring. Is the subject boring? How can your content not be boring to readers? [Tuesdays: “Write with the Pen of the Masters”]

July 7, 2020

Today is Tuesday, July 7, 2020.

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.

  1. 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.

  2. 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.

  3. 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, July 7, 2020. Today’s topic is about copywriting. Today, we’re going to focus on sentence variety.

    Revise to:
    Today is Tuesday, July 7, 2020, and we are going to talk about how to spice up your copywriting. Sentence variety is one way to achieve it!

  4. 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!

About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”

Who doesn’t find content writing to be a skill that requires a lot of practice and effort?

In fact, many people may even find copywriting very intimidating.

However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!

When you write a copy for any brand or for your company, your aim is to make an impact and…

…to get people to remember.

Getting people to remember means getting consumers to buy your product or to avail of your service.

And when you get your content to deliver the results you want, THAT is a great copy!

Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.

Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.

Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.

Hope you found this week’s insights interesting and helpful.

Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”

Cheers,

Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
Powered by Valens Research
www.valens-research.com

This content is used with permission from The I Institute and The Business Builder Daily.