3-2-1: Parallelism, Languaging, Wooly hats

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Hey — It's Harry

Every week I sit down and try to write my best newsletter yet.

Maybe today I did it.

Estimated read time: 2 minutes & 37 seconds.

Before we begin... a big thank you to this week's sponsor.

• Ditch dull presentations, pitches, emails!

• Meet Storyteller Tactics - A 54-card deck of recipes and exercises.

• I've been playing with them all day. So much fun.

One line. Eight Rhetorical Devices.

Last week I asked you for the rhetorical devices in the line: “One Scoop. Once a day. Every day.”

I learnt a lot. So I'm dedicating this week's copywriting section to your answers. Alongside alliteration, repetition, tricolon we have...

1/ Parallelism

What it is: Repetition of a grammatical form

What it does: Gives a line rhythm

2/ Antithesis

What it is: Two opposite words placed side-by-side

What it does: Emphasises said opposites

3/ Scesis onomaton

What it is: Verbless copy

What it does: Quickens pace

4/ Polyptoton

What it is: Repeated use of words sharing the same root

What it does: Bewitches words into memorable phrases

5/ Asyndeton

What it is: Intentional omission of conjunctions

What it does: Adds crispness, conviction, elegance

Two short examples

1/ Reforge and the Strategic Use of Language

Last week I started getting some interesting LinkedIn notifications.

On a micro level it's a clever growth loop.

On a macro level it's clever positioning.

Why are people proud to show off Reforge? Well, the language you use determines the box you're put in.

It's not an “online course”. It's “elite education”.

“It isn't the whiskey they choose, it's the image” — David Ogilvy

2/ Innocent's Wooly Hats

January 2003. Innocent co-founder Adam had an idea.

“What if we ask customers to knit tiny hats for our smoothies?”

Everyone laughed. Twenty years later...

• 11 million hats knitted

• £3 million raised for Age UK (to keep older folk warm)

• Too much PR to count

“It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.” — Bill Bernbach

One Favourite Tweet

* * *

If you like what you read please do “add to address book” or reply (it helps with deliverability). If you don't you can unsubscribe here.

See you next Monday — Harry

P.S. Mind rating this email — Superb / Solid / Subpar

P.P.S. Song of the week

P.P.P.S. Congratulations to Karen F who guessed “asyndeton” and won the hamper. It's on it's way to The Netherlands.

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3-2-1: Parallelism, Languaging, Wooly hats

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