Put important thoughts in emphatic positions.

The second most emphatic position in a theme is ordinarily near the beginning. For
this reason it is often good to use the opening paragraphs to state the theme topic
and to say something about it that will make the reader want to see it developed.

The most emphatic position in a theme is ordinarily near the end. The end of the
theme is often, therefore, a good place a) to restate the theme topic, b) to summa-
rize the main points of the theme, c) to use your most telling argument or most
striking presentation, d) to introduce your most interesting incident, or e) to re-
lease the reader from the suspense that has been building up by finally telling him
what you want him to know.

After the topic paragraph, if there is one, start with the least important or inter-
esting thought and move by degrees to the most interesting or important.

Sometimes clarity or some other important consideration makes it inadvisable to
follow the above. For example, there are circumstances in which it is good to have
a very unemphatic, gentle opening that promises very little. In such cases, use
some other emphasis device.

Get emphasis for a thought by contrasting its treatment with the treatment of the
other thoughts around it.

Rarely, use visual devices like the setting off of a single brief statement in a para-
graph by itself.

Occasionally emphasize a thought by introducing it with an abrupt change of mood
or atmosphere.

Occasionally emphasize a thought by changes in rhythm, sound, sentence structure,
and so on.

Occasionally emphasize a thought by repeating it in the course of a theme.
Sometimes in very oratorical and emphatic themes, the thought may be repeated
several times in exactly the same words. But usually the repetition must be
dressed up a bit if it is to please and not seem too naked a device.

Occasionally get emphasis by stating that a thought is important, interesting, or
something of the kind.

Do not say that a thought is important, interesting, or anything of the kind unless
you are sure that it is.

Do not say that a thought is more important, interesting, and so one, that it actual-
ly is.

Even if you have several very important or interesting points, do not state that
more than one or two of them are important or interesting. Use other emphasis de-
vices for the rest.

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