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Day 270: Emphasize successively important ideas by repeating the beginning words of sentences or phrases.
One way to create impact is to place the words you want to emphasize at the beginning of the sentence, phrase, or clause, and then repeat those words in subsequent sentences. (The “official” name for this technique is anaphora.) Each repetition will carry more emphasis than the last, leading up to a final emphatic concept. The reader will unconsciously transition from “ho-hum” to “wow.” The following two samples demonstrate this technique.
“The health care plan will raise medical costs. The healthcare plan will bankrupt the nation.”
“Our policy is to treat our customers well. Our policy can cause long work days.”
By building the impact in this way, you get the reader to make a commitment to the final statement, which results in the reader remembering the final point and responding to it emotionally. Be careful with this strategy. It tends to sound contrived or overly poetic. Use it infrequently, if at all, or it will lose its impact.
