Written By: Gaye Swan

Sentences are the building blocks for all compelling copy. A strong first sentence draws your audience in and sets the tone for all that is to follow. Take for example the opening line of the classic Pride and Prejudice: “It is a truth universally acknowledged, that a single man in possession of a good fortune, must be in want of a wife.” Readers at once recognize that they are in for a delightful comedy of manners, with a twist of irony.

While writers can’t all be budding Jane Austens, we can learn a few tricks of the trade to elevate our content.

Start with the Basics

A good grasp of grammar is essential. Nothing is so off-putting as misspelled words and poor punctuation -- especially if you are selling a product. I once was asked to edit a website offering customized items for special “evants” such as “birthday partties.” The owner did not understand why sales were so slow.

Add Interest

Once you have a basic subject-verb sentence, add interest by adding specific details. Journalists are taught to answer “who, what, when, where, and how;” let that be your starting point. A basic sentence may read: Jane woke up early. An interesting sentence will read: As the early rays of dawn lit the sky, Jane woke from a deep sleep when her little girl gleefully jumped on her bed.

Use sensory images to draw a vivid picture. For example, saying “the bread smells delicious” is far less engaging than “the room is filled with the golden, yeasty aroma of fresh-baked bread.” 

Add Emotion

As you write, keep your audience in mind. What will engage and interest them? What will motivate or entice them? If you are addressing a need they may have, identify both the problem and the resulting emotion. If they are fearful, evoking an opposite and more soothing emotion is a good tactic. 

Steer clear of weak words such as “very,” “really,” and “just”. “The food was really good” pales in comparison to “The fresh linguine was bursting with flavor.” The internet is full of sites to give you alternate word suggestions!

A Few Final Tips

My high school English teacher always said, “Practice, practice, practice. Polish, polish, polish.” Good writing takes time and skill. Write for fun to hone your skills; send letters or start your own blog. You’ll be surprised at how quickly your writing improves.

Read. Read books, both fiction and non-fiction, magazine articles, and blogs. Make notes of styles you like, words you love, and clever turns of phrase.

Keep it simple. A long, hard-to-follow sentence will do you no favors. Eliminate the fluff and go for bold and strong sentences that convey your message clearly.