Write and speak with techniques that genuinely engage. Don’t settle for cheap mind candy.
Style is successful when it grabs other people’s attention, evokes emotions, and triggers mini-ahas.There’s one piece of advice few writing coaches would quibble with: Keep it simple. Simple wording speeds readers’ and listeners’ mental processing. It coaxes them to hang onto your words. Researchers have demonstrated thebetter to communicate with simple words and phrases. You can often go one better with artistic elegance and linguistic smarts, rewarding people doubly with novel expression.
It doesn’t take literary genius to produce that magic. For example, a reporter writing about a decidedly unstylish subject, recent movement in the stock market, penned, “This was supposed to be the year value stocks shined. Then When people’s brains detect worthy style elements, in other words, they take a second look to see what they might be missing.
English writer Samuel Johnson foresaw this kind of ranking centuries ago. In 1787, he noted the “most engaging” act of a writer: “New things are made familiar, and familiar things are made new.”Joan Didion gives us an example in writing about self-respect. “Without it,” she wrote, “one eventually discovers the final turn of the screw: one runs away to find oneself, and finds no one at home.” Didion was justifiably legendary for her style.
Just how powerful are style elements in driving emotion? Winfried Menninghaus and others at the Max Planck Institute for Empirical Aesthetics in Germany found that style elements in German poetry intensifyA third way elements of style engage people is by helping them arrive at an insight.
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