There are some invisible structures in language, and using them can be the difference between your message being forgotten or living through the ages. These are The Elements of Eloquence, which is the title of Mark Forsyth’s book. I first picked this up a couple years ago, and have read it several times since then. I think it’s one of the best writing books, and has dramatically improved my writing. Here is my summary of The Elements of Eloquence: Secrets of the Perfect Turn of Phrase. How powerful could this stuff be? Can hidden patterns in language really be the difference between being remembered and forgotten? The technical term for the study of these patterns is “rhetoric,” and yes, it can make a big difference. Misremembered phrases While it’s hard to find data on what has been forgotten – see 99.9% of everything ever said or written – there are examples of things that have been misremembered. You’ve heard the expression, “blood, sweat, and tears.” That comes from a Winston Churchill speech. He actually said he had “nothing to offer but blood, toil, tears, and sweat.” Remember when, in The Wizard of Oz, the Wicked Witch of the West said, “Fly, my pretties, fly!”? Well, it never happened. She actually merely exclaimed “Fly!” four times in a row. The line remembered as “Hell hath no fury like a woman scorned”, was actually "Heav'n has no rage, like love to hatred turned, Nor hell a fury, like a woman scorned." I’ll get into some theories about why these phrases were misremembered in a bit. Non-sensical expressions You can also see evidence of the power of rhetoric in expressions that have spread through culture. Sometimes they don’t make literal sense, but have appealing patterns. It “takes two to tango,” but why not “it takes two to waltz”? People go “whole hog,” but why not “whole pig”? Why “cool as a cucumber”? Why “dead as a doornail”? Alliteration You may have noticed these phrases all have alliteration, which is the simplest of rhetorical forms. You’re probably already familiar with it. All you have to do to use alliteration is start a couple words in a phrase with the same letter. I’ve noticed some evidence of the power of alliteration looking at expressions across English and Spanish. For example, if you directly translated “the tables have turned,” which is said often, nobody would know what you were talking about. But they would understand if you directly translated “the things have changed,” which nobody says. In Spanish, that’s “las cosas han cambiado.” See? Alliteration. Tricolon So, why was Winston Churchill’s quote misremembered as “blood, sweat, and tears.” Forsyth thinks it was probably because the tricolon is more appealing than the tetracolon. A tricolon is when three things are listed, a tetracolon, four. Famous tricolons include, “Eat, drink, and be merry,” and “It’s a bird! It’s a plane! It’s superman.” Barack Obama’s short victory speech in 2008 had twenty-one tricolons. Forsyth points out that tricolons seem to be more memorable if the first two things are short and closely-related, and the final thing is longer and a little more abstract. Like, “Life, liberty, and the pursuit of happiness.” Isocolon Tricolon is three things, tetracolon is four, so is isocolon just one? In a way. An isocolon is not one thing, but one structure, repeated two times. For example, “Roses are red. Violets are blue.” Epizeuxis When you do repeat one thing, that’s called epizeuxis. So, when the Wicked Witch of the West said, “Fly! Fly! Fly! Fly!,” that was epizeuxis, but it didn’t turn out to be memorable. Diacope People think the Wicked Witch of the West said “Fly, my pretties, fly!” That structure is called a diacope, which is essentially a verbal sandwich. It’s one word or phrase, then another word or phrase, then that same word or phrase once again. So “Burn, baby burn,” from the song “Disco Inferno” was diacope, and so was one of the most famous lines in film, “Bond. James Bond.” Why do people think the Wicked Wit