Posts Tagged Marketing and Advertising

Essays for generals (Part V) – divide and conquer

WWII Divide and Conquer 5

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Welcome back, generals.

Today’s briefing covers an important lesson: effectively deploying your regiments to get more marks. This clever trick not only helps you when you’re planning your paragraphs, but it also helps you adapt as you write (as long as you’re using a word processor).

Tip: combine similar and related ideas into single paragraphs; split paragraphs that are too large.

Too many students feel that they have to write paragraphs based around the way the concepts first came into their heads and then got scribbled in a margin to make a bullet-point plan. This is not the case. Don’t be restricted by your first thoughts. You have the freedom to experiment and change how they’re put together and expressed.

For example, say your essay is about marketing and you have a paragraph on one mini-argument. It’s about how using advertising is crucial in supporting a broader marketing strategy, say. If this has ended up as a huge paragraph, you have two options:

  1. Cut it back
  2. Split in two

You could consider splitting the advertising paragraph into one about advertising in traditional media and one about online advertising, perhaps. Splitting a humongous paragraph retains more information in your essay, but it also ensures that all of that information is easier to read. I suggest “cutting back” egregious paragraphs as much as possible first, though. Cull out the unnecessary words, thoughts, phrases – and even full sentences. Make your essay clearer by removing written clutter.  If you streamline your big paragraph first, you may find that you don’t need to split it after all. However, even if you still split the monster paragraph later, you have higher quality content to split.

Conversely, if you had two small paragraphs on these topics, they will probably make a stronger case together – you may have to adjust your topic sentences, but once that’s done, the new ‘super’ paragraph will be all the more persuasive with it’s ‘extra’ pieces of evidence. Here’s an example of a paragraph with opening and closing topic sentences.

Combining and splitting paragraphs gives you more flexibility when you’re planning – and writing – your essay. It’s a useful strategy to employ if you want to unlock all the potential of your writing by structuring it in paragraphs that persuade your marker.

Now, go forth and “divide and conquer”.

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