Paul Johnstone ©Ever listened to someone deliver a flat 60 seconds? Or heard a speaker who uses exactly the same vocal inflection from beginning to end?
It’s annoying, it’s boring and it’s a bit of an insult to the audience. This is not because we humans are predisposed toward modulation and rhythm in our language.
When we’re listening, we also depend on the speaker to use vocal inflections to tell us what’s important.
For instance, if they’re speaking quickly and then suddenly start drawing out their words, we know to pay attention. The change in inflection means something important is happening.
Likewise if they build to a crescendo then pause, you know to reflect on the point that has been made or there is something pretty important coming.
We all know when we have given a good 60 seconds, and average 60 seconds and a howler. But did you know your written words convey the same good, averages and bad rhythms?
That makes sense, right?
How do you avoid writing in mono?
Paragraphs are the rhythms and inflections of the written word. There are writers who vary the length of their paragraphs to show the reader what’s important.
Some paragraphs will be 3-5 sentences, but every once in a while, they’ll throw in a one-sentence paragraph in order to emphasize a particular point. It stands out, and it tells the reader to pay attention.
Check out tabloids and see almost all the sentence length is the same paper top paper, why? It’s easier to read and easier to make a point.
As well as sprucing up your 60 seconds take a look at your web site or your marketing material and see if you can add tone, rhythm and punch by changing a few words. Try writing for people with two ears who want the world in sterio.
Try it for yourself.
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