Whether you’re writing a product description, buying guide or a book, a variety of sentence lengths will help to keep readers interested.
Example
This sentence has five words. Here are five more words. Five-word sentences are fine. But several together become monotonous. Listen to what is happening. The writing is getting boring. The sound of it drones. It’s like a stuck record. The ear demands some variety.
Now listen. I vary the sentence length and I create music. Music. The writing sings. It has a pleasant rhythm, a lilt, a harmony. I use short sentences. And I use sentences of medium length. And sometimes when I am certain the reader is rested, I will engage him with a sentence of considerable length, a sentence that burns with energy and builds with all the impetus of a crescendo, the roll of the drums, the crash of the cymbals – sounds tht say listen to this, it is important.
So write with a combination of short, medium and long sentences. Create a sound that pleases the reader’s ear. Don’t just write words. Write music.
Gary Provost
Varying sentence length can give anything you write rhythm and life. It can also add emphasis and reduce the risk of repetition. Longer sentences are great for incorporating a lot of information, while shorter ones help to emphasize key points and hold the reader’s attention. .
So How Long Should a Sentence Be?
There really is no optimal number of words for a sentence. In some cases a 3-5 word sentence may work, and in others, a sentence may be 30 words long. But, for eCommerce writing, most sentences should be no longer than 25 words. And there should always be a mixture of short, medium and long sentences.
What’s Wrong With Longer Sentences?
- They can be visually intimidating
- They are often harder to understand than shorter sentences
- They quickly get boring
- They can lose the reader’s attention
- It’s easier to make mistakes when writing long sentences – Really, it is.
What Are Some of the Causes of Long Sentences?
- Trying to stuff two or three ideas or features/benefits into one sentence
- Being repetitive
- Using passive voice instead of active voice (check out this article)
- Using words that are irrelevant or unrelated to the topic
- Being repetitive
- Putting too much fluff into your writing
- Overusing adverbs and modifiers
- Using long phrases that could be replaced by one word
- Being repetitive
- Embedding lists that really should be in a numbered list or set of bullet points
- Oh, and did I say being repetitive?
Are Longer Sentences Ever Acceptable?
Of course, there are always exceptions to rules. And an occasional longer sentence can help a piece flow. Just be extra sure that any longer sentence you write really is the best option for the piece.
How Do You Fix Long Sentences?
In order to fix a long sentence, you first need to be able to identify one. Before submitting your work for editing, read it out loud. Often, long sentences will jump out at you. You may also catch some other mistakes. There are also a couple of rules you can follow:
- Ensure you use a separate sentence for each feature/benefit or idea
- Divide those long sentences into two or more shorter ones
- If the client allows it, turn embedded lists into bullet lists or numbered lists
- If the client doesn’t allow it, keep an embedded list down to only two or three items
The Advantages of Short Sentences
- Short sentences are much easier to write, read and understand
- They make each feature/benefit or point more pronounced
- You are less likely to make mistakes in your writing, and the piece is much easier to edit
To sum it Up
There is no ‘ideal’ sentence length. But, everything you write should have a nice mixture of short, medium and long sentences. And, you should only use sentences longer than 25 words when there’s absolutely no way to make it shorter.