My Sweet Six! How to use stylistic language to make your presentation more effective and persuasive
There is one thing that all iconic speeches in the course of history have in common. It is not their content, but it is the use of stylistic language in delivering that content. Great speakers know that how you say what you say is often just as important as what you say. That is why they pay attention (and people) to help them make their speeches sound better through the use of stylistic language. And in this article, I will share some of their tools with you. This way, you too can infuse some power and persuasion into your presentations - just like a master does. Let us begin.
What is stylistic language?
Stylistic language is about using words with deliberate arrangements to make them more powerful, pleasant and often more persuasive. The arrangement of your words, the rhythm and style can make the difference between your ideas being sweet and sticky like candy or completely bland and forgettable like stale bread. In other words, words by themselves carry meaning. But words well selected and combined carry the power to make a strong impression. It is like Steven Pinker, the author of the book The Language Instinct said
Simply by making noises with our mouths, we can reliably cause precise new combinations of ideas to arise in each other’s minds
Steven Pinker
Uses of stylistic language
When used well, style can perform many functions in your talk. For example, it can be used to summarize your points to ensure they are remembered. It can also be applied to emphasize points, entertain, motivate, inform, argue, persuade or inspire.
Frameworks for stylistic language
Thankfully, there are systems and models for putting together stylistically rich and effective phrases. You might have heard of them – they are called rhetorical devices or stylistic language devices. And in this article, I will share with you my 6 favourites and how you could be using them. These are the devices I find to deliver the most value compared with the effort in crafting them. They are also very versatile so no matter what kind of talks you give, you can find a place for them. I define each and then I provide examples and advanced applications to help you make the most of it.
Core Principles
There are many forms of stylistic language devices. As at last count, I had about 44! The six discussed here, however, are based on two core principles - repetition and pattern. Using these two principles, they work with how our brains naturally process and store information. When properly applied, this will make your language more pleasant and memorable. That is, sweeter and stickier. It will also make your message more powerful and persuasive.
Stylistic Language toolkit – Anthony’s Sweet Six
Below are six powerful stylistic language devices. I call these my sweet six because they are fairly easy to write but deliver great pay-off. They also combine well with one another leading to almost infinite possibilities. These are timeless stylistic language devices that have been used by rhetoricians for thousands of years. It is no wonder they have interesting Greek-inspired names. But don’t be fooled by their ancientness – there is a reason they have stuck around – they work. Now on to the Sweet Six.
1. Alliteration
It is a stylistic device in which words, having the same consonant sound, occur close together in a series. For example, in opening a segment on misattributed sayings on his late night comedy news show, the comedian Jon Oliver uses a subtle but effective alliteration in the phrase below:
“Quotations! The karaoke of ideas” – Jon Oliver
How to use alliterations
Alliterations can add audible interest to your presentation. Because you repeat consonant sounds, alliterations tend to draw attention to themselves and when used correctly, an alliteration is like a quaint little red brick house on a street lined with cookie-cutter apartments. For this same reason, it is best to use alliterations as subtly as possible otherwise they may distract from your message.
Advanced applications
Most people use alliteration by choosing successive words that begin with the same consonant. Why not elevate the elegance of your stylistic language and think about how you can install the consonant within the word or sentence? You may also mix alliterations within the same sentence or paragraph. Look at this example from one of my speeches below:
I challenge you to take a stand for your truth – make a choice for change. – Anthony Sanni
The example above is a culmination of a lot of content and it is used to summarize the points using a subtle but advanced form of alliteration.
2. Rhyme
Rhyming is using words that sound like each other in the same sentence. For example,
A stitch in time saves nine - Old Proverb
If you like this song, please sing along. – Every emcee ever
Rhyme is one of the least used devices in contemporary presentations. Yet it is one of the most persuasive of the stylistic language forms. So powerful is it that it has a whole psychological phenomenon named after it. It is called the rhyme as reason effect. This effect was demonstrated by Dr Matthew McGlone while working at Lafayette College in Pennsylvania in the early 2000s. What it means essentially, is that people tend to believe and agree with phrases that rhyme over phrases that do not even if the core idea is the same. For example, the test subjects in Dr Glone's investigation of the phenomenon rated the phrase “woes unite foes” as being more accurate than “woes unite enemies” even though they both mean the same thing! Classic rhyme as reason at work there.
How to use rhyme
Rhyme is very effective in summarizing an idea or concept that you want an audience to adopt and remember, especially if it is central to your core idea or message. The infamous O.J Simpson trial included a use of rhyme by the lead defence attorney – Johnny Cochran. He used the phrase “if the glove doesn’t fit, you must acquit.” This was central to his case, so it is reasonable to assume that he wanted the jury (the audience) to remember it. And likely, remember it, they did. They did acquit.
But don’t over do it. When used too often, rhyme can backfire. People expect songs to rhyme, not presentations. This is definitely one style to be used only once in a while.
Advanced applications for public speaking
Consider combining with alliteration to make a powerful call to action or to communicate a key idea.
Walk your talk – Unknown
Good writers are good readers – Unknown
You can also add cadence to the rhyme, so it has a kind of tempo to it like the Johnny Cochran example. Also, like all these examples, keep it short.
The next three devices – anaphora, epistrophe and symploce - have a common feature. That feature is that you are repeating a set of words or a phrase. In anaphora, it is at the beginning of a sentence; in epistrophe, it is at the end; and in symploce, it is at the beginning and at the end. I go into their definitions and examples below. But since they are similar, I have summarized my recommendation on their use in the next section.
How to use anaphora, epistrophe and symploce in your presentations
There are many ways to use these three devices. My favourite way though is using them to tie together points or concepts connected by a common theme. In this way, they can be adapted to virtually any presentation since your talk is likely already a collection of concepts with a common thread or theme. All you have to do is craft a phrase that allows you to easily link those concepts as a means of unpacking or summarizing your points. This will be clearer once we get into these stylistic language devices individually.
3. Anaphora
This is the deliberate repetition of the first part or first few words of a sentence in subsequent sentences for stylistic purposes. For example, Dr Martin Luther King’s iconic speech uses anaphora powerfully with its key phrase (and adopted title) “I have a dream”
I have a dream that one day… – Martin Luther King Jr.
Advanced applications: Combine with other devices to introduce, elaborate, emphasize and/or summarize points and ideas. See how Dr King combines anaphora with alliteration in the same speech below:
I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character… - Martin Luther King Jr.
4. Epistrophe
The deliberate repetition of the last few words of a sentence in subsequent sentences for stylistic purposes.For example, consider former US president Barack Obama’s use of epistrophe in response to some criticism. The point of the criticism was that he (Obama) was “all talk” and that it was going to take more than words to transform the country. This criticism came while he was running for office as president in 2008. Below is the pertinent part of his response.
Don’t tell me that words don’t matter. ‘I have a dream.’ Just words? ‘We hold these truths to be self-evident, that all men are created equal.’ Just words? ‘We have nothing to fear but fear itself.’ Just words? Just speeches? – Barack Obama
That response had many levels of brilliance in it from the choice to use epistrophe, to the choice of quotations he used. But for our purposes, this is a masterful deployment of this stylistic device.
Advanced applications
Try to dial-in the timing between the phrases in your delivery for maximum effect. Also, you may combine with anaphora (see above) to create a new device – symploce (see below).
5. Symploce
This is repetitions of the same set of words at the beginning and end of sentences with variation in the words in between. As an example, consider this simple but timeless use of symploce below
It was the best of times, it was the worst of times – Charles Dickens
Also, see this superb example by the late and great martial arts legend Bruce Lee.
Advanced applications
Try using this as in the example below with two to three phrases back-to-back and then a change-up on the last one to provide a contrast.
Without illumination, there can be the desire to change, there can be the will to change, there can be affirmations to change, but the power to change is not there - Pastor Poju Oyemade
6. Antimetabole
A stylistic device in which a phrase is repeated in reverse order. This one is an especially powerful member of my Sweet Six. It is one of my personal favourites and it has been used by many great speakers over many centuries. Consider former US president John Kennedy’s timeless words:
Ask not what your country can do for you, ask what you can do for your country. – John F Kennedy
Antimetabole follows a dependable formula for the arrangement of the device. It is AB – BAIn the example above AB: country do for you; BA: you do for your country.Here is another example – I use this when I am speaking on communication and persuasion.
Active listening is first and finally about paying attention. And when you pay attention (AB), attention pays you (BA) with opportunities to influence – Anthony Sanni
How to use antimetabole
Antimetabole is one of those devices that can be tricky to construct and it does not readily lend itself to all speeches. It is, however, very persuasive so it can be used in constructing phrases designed to change people’s perspectives.
Advanced applications
Use something familiar in the first half of the device to introduce a new or counterintuitive concept in the second half. Both examples above do this well. This is important and useful because this arrangement helps you to build new concepts on existing concepts. This is much better than trying to create new concepts in the audience’s mind from scratch.
Stylistic Language - not just for politicians and preachers
Using stylistic devices may seem dated or suited only to high oratory or ceremonial speaking. But this is not so. We often miss effective uses of rhetorical devices in great contemporary speeches because they are done so well and work so covertly that we are oblivious to them. Stylistic language is used by leaders in every field from business to charity to inspire their people, persuade the public and drive societal changes.To drive this point home, let me close with an example of one of my sweet six used in a very modern business application in a contemporary company – Starbucks.Most people around the world know about Starbucks – the ubiquitous and indubitably successful coffee shop brand known for its premium coffee and friendly staff. The brand has experienced tremendous growth driven in part by its excellent customer service and broad range of offerings. Here is how former CEO of Starbucks - Howard Schultz - once used stylistic language to capture the philosophy powering his iconic company and inspire his staff and customers. See if you can spot what device he is using.
We are not in the business of coffee serving people, we are in the business of people serving coffee – Howard Schultz
Did you get it? Let me know in the comments.
The point is that you can use stylistic language in virtually any speaking situation. And now you have a suite of six powerful ones to get you started.
Until the next post, speak with skill... and style.
