FINALLY: the post where you learn what separates interesting writing from bland writing.

Discussion in 'Copywriting & Sales Persuasion' started by Jared255, Oct 1, 2014.

  1. Jared255

    Jared255 Jr. Executive VIP Jr. VIP Premium Member

    May 10, 2009
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    Boston, MA
    Look at this first paragraph that I'm about to write. It's alright but there's nothing special about it. I am using simple sentences. The text is straight up mundane. The format is the same in each one. I am already bored of writing it. Are you bored of reading it? I even just asked a question and it made no difference.

    It looks like I'm a 4th grader.


    That's the problem with most writers these days - they don't know the importance of a powerful tool: punctuation.

    As I write this paragraph, you're already engrossed, and, if you were to measure your reading speed, you'd be reading a lot faster. Because of my longer sentences, you feel that more valuable information is being given out.

    Commas, dashes, semicolons, colons, and all other types of punctuation are ridiculously powerful. They can make points short. They can make points snappy. It brings readers down the page.

    Or, if you really want to get into it, you can draw out a single thought over a single sentence; the sentence can be so long that it will take you, your friends, and your English teacher a couple of hours to decipher if it's even grammatically correct at its core.


    It's not just punctuation, though. It's sentence structure variation.

    Think about how you talk in real life. Do you talk at one constant speed? Nah, you really don't.

    Varying your sentence structure slows the reader down, then speeds the reader up, then slows him down, etc. This goes back and forth until - surprise - he's read everything you needed to say.


    If you don't vary your sentence structure, then you don't have opportunities to use punctuation. This makes your writing look childish. It's just that simple. Go to any article written on Forbes or WSJ. Then, go look at an article in an article directory.

    You'll see the difference. The difference is that one has you captivated and looks like it was written by an authority. The other one looks like garbage, and you just don't trust it.

    Journalists aren't necessarily experts in what they're writing about. But, consider a Lamborghini salesman - do you think he drives a lambo? Probably not - the trick is making yourself appear like you're an expert. You do this not with your facts, but with the way you present them in each and every sentence.

    Presentation is everything.

    Takeaway point from this post: when you're writing, vary your sentence structure and punctuation to make the writing look good. If you don't, you look no different from a 4th grader.

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    Last edited: Oct 1, 2014