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