Style, tone, grammar, punctuation, genre, rhetorical devices - an excellent writer must master these 'tools of the trade' to achieve the desired effect in any piece of writing. Consider the types of writing you most enjoy reading - what makes them good? What if they were written by other authors - how would they be different? Take time to notice the techniques used by writers and try to achieve similar effects in your own writing by experimenting with them.
Here's a quiz on the subject to get you started.
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You can find more about this topic by visiting BBC Bitesize - Using language effectively
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Many types of writing include elements which are informative. Some types of writing (such as a school prospectus) aim to portray the facts fairly without seeking to influence people by using biased language
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Not all autobiographies are entertaining, of course, but many authors do try to tell entertaining stories about their past
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Interrogative sentences end in question marks. Adverts often use questions - 'Are you tired of clothes coming out of the wash almost as dirty as they went in? Then try....'
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Exclamatory sentences end in exclamation marks - people tend to use these more frequently in less formal / personal writing, such as e-mail
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Rhetorical questions presume, very cleverly, that all reasonable people would agree and that there is no need, therefore, to state the answer
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Journalists often use short sentences and paragraphs, as well, to make their writing easier to understand quickly
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