I came, I saw, I conquered...
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To help get your story unstuck...


Why bees, butterflys and boxing
are remembered...

Aug 17


Muhammad Ali mesmerised people...

Not just with his boxing...

But also with his eloquence.

One of his most famous quotes:

"Float Like a butterfly, sting like a bee,"
was an isocolon.

And what's that?

It's another figure of speech, where a sentence is made up of words, clauses or phrases of equal length, sound, meter and rhythm.

So what?

They're a brilliantly persuasive device.

And f or that single reason, lawyers and politicians extensively use them ... as did one particular Heavyweight Champion Boxer.

The use of isocolon (in both speech and in writing) helps maintain consistency, creates balanced ideas and gives a smooth flow to your work.

They often work best when they're balancing similarity with difference and comparison with contrast ... which is the way Shakespeare loved to use them (as did JFK and Churchill) albeit they were all a little to long-winded for my liking.

Really, they're best kept short and snappy
"Have a break. Have a Kit-Kat."

They're also frequently used in book titles – "Eat Pray Love" – movies
" The Good, The Bad, and The Ugly" – and songs – “Signed, Sealed, Delivered, I’m Yours.”

There are three types:

  • Bicolon – has two grammatically equal structures, like Harley Davidson’s  “American by Birth. Rebel by Choice.”
  • Tricolon – three grammatically equal structures, such as Abraham Lincoln's “That government of the people, by the people, and for the people shall not perish from the earth.”
  • Tetracolon – has four parallel structures in succession, such as Shakespeare's “I’ll give my jewels for a set of beads, /My gorgeous palace for a hermitage, /My gay apparel for an almsman’s gown, /My figured goblets for a dish of wood…” Tetracolon is also known as quatrains.
Why do they work so well?

The repetition of sounds adds a beat to your words and plays to your mind's ability to recognise and notice patterns, as well as
appreciate harmony

Isocolon adds power to your words.

Just like these...
"Ashes to ashes. Dust to dust."


PS: If there's someone you know who wants to learn the gift of the gab, forward this email to them and suggest they subscribe. I'd love to help them too. 
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My writing is specialised - for business, marketing and brands

I'm a story-making copywriter, strategist and purpose-digger

Brands who have deep-seated values, who embrace the story of what made them
and who embed meaning into their plans, hire me to change their messaging
both inside (culture) and outside (brand) their business.
Di Mace
0416 051 806
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Copyright © 2016 Di Mace | WORD SWORDS, All rights reserved.

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