Well, you know…
Who writes an article about 3 tiny dots?
But here’s the thing …
The ellipsis – dot dot dot – can have an outsize impact on your writing.
It can adjust your tone, up suspense, and even keep your learners engaged.
That seems a lot for 3 tiny dots, eh?
Let me show you …
Use an ellipsis as a drum roll …
The 3 dots can nudge learners to pay attention and read on. It’s like each dot is a drum beat, telling us that something exciting is coming up:
An announcement, a special tip, or an important point.
This technique has been around for a long time, I spotted it in a book about my favourite mollusc, ‘Consider the Oyster’, written in 1941 by M.F.K. Fishers.
She extols the virtues of oysters:
“They keep you fit, do oysters, with vitamins and such, for energy and what is lightly called ‘fuel value’. They prevent goitre. They build up your teeth. They keep your children’s legs straight, and when Junior reaches puberty they make his skin clear and beautiful as a soap-opera announcer’s dream. They add years to your life …
And …
They contain more phosphorus than any other food!”
Ta da. Can you hear the drum roll when you arrive at the 3 dots?
The drum roll works in conjunction with phrases like:
“Here’s another tip…
And …
But …
Onward …
What’s more …
More importantly …
The drum roll is perfect for any type of writing including sales letters, blogs and emails as well as eLearning narratives. It eases the transition from one paragraph to the next, keeping learners hanging on for a bit longer.
And what’s also nice …
Together with a short phrase the drum roll can create a super-short paragraph to let your writing breath.
It’s visually pleasing.