Bang POW – look who’s creating WOW!
Each week, we’re offering up a Language Hacker Award (or three) for those that have exhibited the expertise to exercise with excellence the exegesis of expression.
This is the best of what’s out there in terms of the demonstrated understanding of persuasive communication no matter the context and industry. So, in other words, what I’m into and who’s into what I’m into. Hahmana hahmana,what?… I know.
This week, we’re honoring 1 language artist…
Gary Vaynerchuk is a big deal. I previously had been exposed to Crush It, but more so the teachings of the book and not so much the author. Then, a friend posted this web 2.o expo YouTube video.
You don’t have to like wine to like this guy on WineLibrary TV.
It quickly became obvious to me that Gary is a natural Language Hacker. Natural Language Hackers are my favorite kind. They probably haven’t studied language, sales, rhetoric, linguistics, or anything in terms of language arts, yet they have learned things along their life path that has worked.
I went through the YouTube video and over analyzed it for your reading pleasure. Because there was so many language patterns and persuasive elements, I can’t do it justice for you in an organized fashion here in one blog post. So, I’m just going to highlight some of the dominant patterns. Dominant patterns are easier to pick up on, anyway.
The first thing I noticed is his use of repetition. His energy is great, of course, but that’s not what makes him great at speaking. What makes him great is, for example, tying the last words of one sentence to the next sentence by repeating the exact same words or phrase. Notice, this paragraph has an example. In rhetoric, this is called anadiplosis. It helps you connect the dots vs. just collecting thoughts. e.g. “…starts with yourself. Look yourself in the mirror.”
Speaking of repetition, several patterns are his strong suit. He uses repetition well. Anaphora, alliteration, commoratio. In my Catchy to be Sticky post, I wrote about several of his patterns. It’s as if he tore out this post and carried it around with him until he knew them like the back of his hand. Other repeater examples are ”want to talk about” “need to care” “listen” “you have to” “you know” remember “pp…patience and passion”
Most of his repeaters are just repeating words or phrases consecutively just for the sake of repeating words or phrases consecutively. Actually, they are for the sake of attention, amplification and impact. e.g. ”make some cash along the way” “freemium”
For him, it’s not just exact words and phrases, but also, concepts like, “…I can do that shit…what I decided I wanted to do” “Let’s talk about community. Listen to your users.” “This isn’t about parties. We’re building businesses”
He also repeats beats. Notice he repeats sounds and rhythm. But you have to listen for those.
If you’re wondering what makes him so funny, then I’ll tell you it’s because he employs the rule of three, ending with exaggeration and simple truth. I haven’t written much on that, so it will be fun for you to research it. Promise me you will. I’ll pay you!
Catch Gary on | Twitter | Wine Library TV | Tumblr | RSS | garyvaynerchuk.com
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So, there you have it, the Language Hacker Award recipient on this day in history, July 25th, 2010!
