Writing, unlike the sciences or math, cannot have concrete answers; that's what makes it an art. While there are some general rules to always follow, there is never a word that always works, a sentence structure that is infallible, or a syntax that is irresistible.
What can be consistent; however, is that you must consider the audience that you are writing for, why you're writing to them, and the tone with which you hope to address them. By considering those three things, you force yourself to consider your word choice, sentence structure, syntax, topics mentioned and unmentioned, and the feeling you hope to portray. From there, it's all up to the writer-however the writer wants to depict his or her emotions is up to him or her.
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