One, two, spatula.

Well, that was jarring.

Good. Let’s use that.

When you establish a pattern or cadence, there’s an expectation it will continue. When it doesn’t, you grab our attention.

#16. Manipulate the listener’s expectations to highlight key words.

For example:

LAID BACK FUN,
FOR EVERYONE.
GET SOME SON,
AT TOWN TAP.

Three words rhyme and we assume the next one will too. When it doesn’t, it’s unexpected and piques interest. And because Town Tap is not like the others, it stands out and we’ll remember it. By establishing and breaking patterns, your writing can accentuate the most important information.

One, two…

Did you think spatula? If you did, it worked.

Questions or comments? John@jjwriter.com.

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