It seems simple, but in this day and age, too many people don’t bother to do it. Which means that if you’re one of the few who do, that person in your professional network is likely going to remember you favorably.

To do it, you must know what your audience expects from the type of writing you’re doing and then defy it.

Without the surprise, without the twist, if you don’t pull the wool over the audience’s eyes, then it’s unlikely you’re going to be memorable. It’s precisely the f...