Day 277: End impact statements with a thump.

Some words have more emotional or cognitive impact than others. They make the reader stop and pause. They create a mental thump. We call these heavy words. For example, nouns are heavier than adjectives, which, in turn, are heavier than prepositions. Nominalizations, which we don’t like on principle, are the heaviest words.

Here’s a scale of word “heaviness,” from lightest to heaviest:

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Prepositions – adjectives and adverbs – verbs – nouns – nominalizations.

Sentences need to build up in strength to create impact, so ending with a heavy word creates a sentence that feels complete. When we conclude an impact statement with heavy words, we create additional impact on the reader. The act of focusing on a word and pausing after it creates impact.

What this means is that we strengthen our sentences when we conclude them with a heavy word. This is particularly important when making a statement on which you want the reader to pay special attention. Consider these three sentences.

Lighter: “A man who tries hard will get what he dreams for.”
Moderate: “A man will accomplish his dreams when he tries hard.”
Heavier: “A man who tries hard will accomplish his dreams.”

Look at the endings of these samples. The first sentence ends with a preposition; the second ends with an adverb; and the third sentence ends with a noun. The third sentence carries the most impact.