Whether you are writing an op-ed, business paper, nonfiction book, memoir or novel,  being alert to the sound of words is essential.

There is poetry in all effective language, even if it is not organized on the page to look like a poem.

Words are not just their meanings; they are sounds. As such, they can have the emotional power of  music. I believe that brain chemistry will one day explain what poets know, that words arranged with full use of their musical qualities allow us to think and feel simultaneously in a unique way.

Music with good lyrics isn’t the same, though related. And no one can argue with the power of “Yeah, Yeah, Yeah”!

So why is it that most people today feel cut off from poetry? That’s a big topic. For now, as writers let’s recall that nearly everyone knows the lyrics to a favorite song and language is king among rappers and at poetry slams.

Even old-fashioned poems can still hit a popular nerve:  W. H. Auden’s “Funeral Blues” captured a wide audience when it was recited in the film “Four Weddings and a Funeral.” Another popular poem is Rudyard Kipling’s “If.” Events like 9/11–or the death of Princess Diana over a decade ago–produced outpourings of poems scrawled on walls or safety-pinned onto teddy bears and bouquets.

Many people who do not ordinarily read poetry turn to it when mourning a death or lost love. A friend I’ll call Lily discovered the Robert Frost poem “Reluctance” during a painful break-up in her twenties. When another affair ended decades later, she sent the poem to her ex and found herself repeating its conclusion like a mantra: “Ah, when to the heart of man/Was it ever less than a treason/To go with the drift of things,/To yield with a grace to reason/And bow and accept the end/Of a love or a season?’”

Treason. Reason. Season. Rhyme links disparate themes. It’s a mental jump from treason to reason, helping us step (not jump) ahead emotionally in the process of getting over anger.

A metaphor describes one thing by calling it another, again linking our minds and emotions. Here, love is a season. The comforting message is that love will come again, as spring follows winter. The message is more comforting because it is unstated.

Use metaphor well and move your reader. Cliched and mixed metaphors have the opposite effect. Our emotions shut down.

We’ve all been taught to avoid repetition. It’s a good rule, unless you use repetition well.

Repetition can be soothing, like the rocking of a chair or a child’s lullaby. “That’s why we say ‘there,there,’ instead of just ‘there,'” says the poet Kate Light.

Another kind of repetition can be energizing. Think of the repetition in sermons in black churches or Churchill inspiring the British to resist the Nazis: “We shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air.” We shall fight, we shall fight – perhaps along with the rocking cradle, we feel the love that gives adults courage.

The key here is that the language builds to a crescendo, as in martial music.

As your editor or copy-editor, I will alert you to ways you can finetune the music under your words.