Contrast
Contrast refers to using melody to contrast the components of your songs. For instance, if you have a ‘on the beat’ melody in the verses, consider writing a more syncopated chorus or let‘s say your verses have a very percussive feel, consider using elongated notes in your chorus to offset the two. Since one of the functions of the chorus and bridge structure is to bring a sense of relief to the ‘verse tired ears’ of your listener, be sure to make that relief an obvious one.
Development
Development refers to the note variation within a melody. Since a melody is defined as a series of music notes, as previously mentioned you have only three choices when writing that series; you can go up, you can go down, or you can stay on the same note. Knowing that these are your only three , which choice is best? Well, like most things in songwriting, there are no hard and fast rules. I have songwriter friends who say the best melodies “skip”, that is to say the interval exceeds a major third. Now consider ‘By the Time I Get to Phoenix’ by Jimmy Webb, there are no less that five words sung in the same note in the first line! So what is the answer? Of course, there isn’t one. Great melodies are impossible to define. They’re like pornography; you can’t define it but you know it when you see it, or in this case ‘hear’ it. My advice is trust your ear. If the melody is too predictable, change it and if it’s all over the map, change it.
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Jim Bruno's Songwriting Class 