He says, "Three simple words explain the social revolution taking place in Albany and the South today." Doesn’t that make the listener want to hear what those words are? King does not just come out and say what he’s going to say, because the force of his message would be lost on the audience. He primes the audience to start thinking about what the words are, and he then frames what is coming by telling them what the words are not: "They aren't big words. One does not need to have a philosophical bent to understand them."