Rhythm of Three

At the Copywriting Masterclass last week in Brisbane, Pete Godfrey revealed how he often grouped three benefits together in a headline as there was quite a rhythm to this combination and was useful in grabbing attention.

I’ve since discovered — thanks to a link to an article on About.com by GrammarGirl on Twitter — that these series of three parallel words, phrases, or clauses are called tricolons.

The article, by Richard Nordquist — an About.com Guide to Grammar and Composition — reveals Obama’s powerful use of rhetoric in the victory speech he gave after last week’s US Presidential win: have a look for yourself at:

Barack Obama’s Secret for Stirring a Crowd

It’s a very easy to follow example of the persuasive power of tricolons in action.

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