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Sometimes it is necessary to break some of the rules of grammar in order to write a piece that flows easily. Of course, you should try to adhere as much as possible to the grammatical rules and do not go overboard, but at times you can do it. There are several rules that are "bendable" when it comes to writing.
It has long been a rule that a sentence should not begin with a conjunction (And or But). As long as it is not overused, you can occasionally begin a sentence with a conjunction. It does need to be done carefully, and academic writing generally frowns upon the practice, but for creative purposes, it is somewhat acceptable.
Another bendable rule is that you never use the same word twice in a sentence. However, is your alternative is a string of clumsy substitutes that only serve to muddle the flow of the piece, and then you can repeat a word. Just test first to make sure that you cannot replace a noun with a pronoun such as when you use a person's name, and then use a pronoun later in the sentence.
In tighter academic and more professional circles, it is not acceptable to end a sentence in a preposition. Winston Churchill is supposed to have made fun of this by stating, "This is the sort of English up with which I will not put." You should write the way that you speak, but avoid ending your sentences with a preposition. Sometimes you may have no other alternative, but break this rule very sparingly. Doing so is indicative of an amateur.
There are a few other things to keep in mind when writing articles.
When you write, do not repeat information unnecessarily, even if you word it differently. This is called stuffing and is a practice that some writers use to fulfill a particular word count requirement. It is frowned upon by editors, publishers, and most professional clients. Readers do not care for it either, it undermines the quality of the article, and the information gets lost.
Use sentences that are concise and to the point. Avoid very long sentences, although you can slip in a long sentence here and there. Watch for run on sentences and do not be afraid to use the semi colon!
Break up your text by using subheadings, bullet points, and even asking questions. It adds interest, keeps your readers' focus, and keeps them reading. When the material is broken up, it is easier to digest.
Use shorter paragraphs. Usually three to five sentences are ideal. It makes the material easier to read and understand. Additionally, very long paragraphs are a turn off for most readers. They will tend to skip it and move on to something else.
There are literally volumes written on grammar and punctuation, but this is some basic information. It is a good idea to pick up a style guide and refer to it as you write. This way your copy will be appealing to editors, publishers, and readers.
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