I Love Patterns. Until I See Them. Then I Hate Them

_{Day 25/100 First quarter done}

Hey Content People.

People love patterns.
Patterns are comfort. Patterns are safe. Patterns are predictable.

PATTERNS ARE BORING.

But, we need patterns. They are relatable. We seek shelter in patterns. They're familiar.

Again, patterns are boring.

IF, you don't break them every now and then.

A great pattern break hits us when we least expect it.

If you want to know why jokes work, it's because we're lulled into one direction, due to pre-conceived patterns, and then roughly ejected in a completely different direction due to a hard pattern break.

Patterns can be micro. Within sentences. Or huuuuuge. A morning routine is a pattern.

Breaking them is where we can stand out.

And it can be one of the easiest, yet most effective writing techniques.

Here are three of my favourite ways to break patterns and make your content stand out:

1. Visual Interruptions

Most paragraphs in blog posts are roughly the same length.

Until they're not.

See how that one-liner grabbed your attention? Use shorter paragraphs, bullet points, or even blank space to create visual variety that keeps readers' eyes moving down the page.

Real Example: Look at how Apple's website uses massive white space around their product images. While every other tech company crams features into every pixel, Apple creates dramatic pauses with emptiness. It's a visual pattern break that screams luxury.

Their minimalist approach breaks the pattern of busy tech websites, and it works beautifully.

2. Switch Up Your Sentence Structure

Start several sentences with the same structure. Use a consistent pattern. Establish a rhythm. Then break it! Suddenly changing direction catches attention.

Real Example: Oatly (the oat milk company) does this brilliantly on their packaging:

"It's like milk, but made for humans. Not baby cows. Wow, no cow!"

They set up a formal comparison, follow with a clarification, then shatter the pattern with that short, punchy "Wow, no cow!" The pattern break makes their copy memorable when it could have been forgettable.

3. Change Your Voice Mid-Stream

Most content maintains a consistent voice throughout. But occasionally switching from formal to conversational—or even addressing the reader directly—can be powerful.

Real Example: The Hustle newsletter does this masterfully. They'll deliver serious market analysis and then suddenly drop in something like:

"Tesla's market cap just surpassed Toyota's. Yes, the company that sold 367,500 cars last year is now worth more than the company that sold 10.74 million. Make it make sense, people!"

That direct address to the reader—"Make it make sense, people!"—breaks the analytical pattern and creates an instant connection.

The Name Game

Speaking of pattern breaks, I've discovered something interesting about my email signature. When I include "Tim 'funny middle section' Hanson" at the bottom of my emails, it generates more replies than almost any other element.

Why? Because names follow a pattern we're all familiar with. When that pattern breaks, our brains notice. It's like finding a typo in a familiar logo—it demands attention.

This tiny disruption does double duty: it adds personality and provides a low-stakes conversation starter. People who might not reply about the actual content will happily comment on a silly middle name.

It's the content marketing equivalent of putting a quirky item on your desk to spark workplace conversations.

Which has been your favourite one so far?

To Try Out

Try adding an unexpected pattern break to your next piece of content. It could be as simple as an unusual formatting choice, a surprising transition, or yes, even a weird middle name.

Then track engagement. You might be surprised at what makes people stop scrolling and start reading.

Until next Wednesday,

✌️ Tim "MiddleNameGoesHere" Hanson
CMO @Penfriend.ai

P.S. Reply and let me know what pattern break techniques work for you. Or just tell me what you think my middle name should be next week. Both are equally valuable data points!