Great Content That Connects

“When we came back to Paris it was clear and cold and lovely.” With these words, Ernest Hemingway opens chapter 2 in A Moveable Feast (1964). For grammatical purists, this sentence flouts a few basic grammar rules, with its simple adjectives, repetitive “and” and lack of a comma after “Paris”.

But the sentence sings.

It has rhythm, uses the principle of three (that any brand, advertising and marketing writer knows all too well for its effectiveness) and moves the reader along. The “clear” and “cold” — objective and factual observations — flow into “lovely” — an unexpected emotional, subjective inner thought that ends the sentence, makes you smile and want to learn more.

“Writing is perhaps the greatest of human inventions, binding together people, citizens of distant epochs, who never knew one another”, writes Carl Sagan in Cosmos. “Across the millennia, the author is speaking, clearly and silently, inside your head, directly to you. Books break the shackles of time, proof that humans can work magic.”

With today’s technologies, everyone has a platform and the opportunity to seek that magic. You, too, write content for your website or other platforms…