Thomas Hefke

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Notice again how every single structure relies on a single opening sentence, and always ends with a single conclusion sentence. Pieces that open with two consecutive sentences in the first paragraph are weaker. And pieces that open with three or more sentences in the first paragraph are tiring for the reader. As much as possible, you want to crescendo and decrescendo your rhythms, starting with one sentence, then moving up to three, four, or five sentences, then back down to two sentences, then back down to one—and repeat. This is what makes the reader feel like they’re riding a wave.
The Art and Business of Online Writing: How to Beat the Game of Capturing and Keeping Attention
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