Variety - the spice of writing

You've mastered clarity, simplicity and economy – the first three topics in our series of articles on good writing style. Now it's time to have some fun by adding variety to your writing. There's no better way to keep your readers interested.

Boring is as boring does
Variety makes life exciting, and it does the same for writing. No one wants to read the same word, sentence structure or paragraph opening again and again. At the same time, you don't want to confuse your readers with an inconsistent tone of voice.

What's the solution? Here are some tips for adding variety to your writing without straying from your established voice:

1) Varied vocabulary
Never use the same word twice? You may have to repeat key terms, but avoid repetition whenever possible. Also, choose different types of words: if you use a vague word, follow with a specific one to keep the reader moving. 

2) Assorted structure
Change up the usual sentence formula of "subject, verb, object". Use different sentence and paragraph lengths. And make sure to start each sentence and paragraph in a different way.

3) Inspired imagery
Minimal and relevant use of creative writing techniques – including quotes, questions, teasers, powerful metaphors, alliteration and short stories – can add attention-grabbing variety, especially to the beginning of a text.

4) Persuasive placement
Save your most powerful words and phrases for the beginning and ending of a sentence or paragraph. These are the best places to add extra punch.

5) Rewarding risk
The only way to get out of a writing rut is to go a little wild. Try a sentence shape you’ve never used before. Add interesting headings. Throw in a more forceful verb. Challenge yourself and take a chance.

Don't lose sight of consistency
Remember, adding variety to your writing does not mean straying from a consistent tone of voice. Make sure you don't mix things up so much that you confuse your readers. You still want them to feel secure about the personality behind your brand, product or service.

1. Don't suddenly use "you", "we" or "us" if that is not consistent with your company's writing style or the style of the text at hand.
2. Avoid jargon, slang, clichés and other terminology your audience won't understand.
3. Bigger isn't better. Don't use long words or sentences just to make an impression or add a change. You want to make your writing easier to read, not harder.

 

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Two to go
Have fun with variety! And look for the last two topics in our series on good writing in upcoming WordSpin articles.