Like a business, a piece of writing needs a unique selling point.  The initial 'hook' gets the reader interested, and the subsequent material provides the meat and gravy.

Sometimes the unique selling point will come naturally from the subject matter.  Sensational breaking news might have sufficient impact in itself to attract readers.  However, in the vast majority of cases, language choices add to the pulling power of a text - or, in the worst cases, dilute its appeal.

Many principles of rheto...
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