What are some effective ways to use style and voice to engage your readers?

Since we have already discussed genre, let’s talk about audience. Who is your audience? Since much of our writing is done for businesspeople get a firm grasp on your or your client’s “customer ” by asking questions. Writing a description of that perfect customer will lead you in the direction of tone, style and voice for them. Are they a scientifically-minded and serious group? Then speak in calm, well-balanced medium and long sentences avoiding puns. Include an occasional short, straight-to-the-point sentence to summarize or illuminate. While fiction writing and personal blogging use our voice, business writing must capture the voice of our customer and the mind of their target audience so we write from their heart and their perspective.

Voice is vital in mystery novels, for example. I recently read a hard-boiled detective novel set in the thirties. The author was a college professor. He'd done his research well, the setting was convincing, the plot masterfully composed; however, the voice was that of a college professor trying to be a detective. Not a "Continental Op." That marred the whole effect and didn't work for me.

The only way to find your unique style and hone your storytelling voice is by doing it as much as you can. You've possibly seen early works from artists you admire -- often, it can take years (or decades!) for them to find the style that best suits them. Carve out time to work on your craft, get feedback, improve upon it, and repeat.

The most important word in my storytelling arsenal is "when." It doesn't matter who the audience is, every person is interested in hearing a story. I've found this to be true as a newspaper critic, newspaper editor, book reviewer, novelist, and manuscript editor. Whenever a text is dense or lacks a strong focus, I've searched through it for some anecdotal stuff that could be developed into a story. Then I've explained to my client (if it's not my own writing) why this needs to move to the beginning of the piece. Nine times out of ten, they take my advice, and I don't think it's ever failed. Don't give up on a piece of writing, friends: Look for a story to help you establish your voice with your audience. Onwards.