There's a basic principle in hermeneutics, the study of effective sermonizing: "Tell them what you're going to tell them, then tell them, then tell them what you told them." It's good advice in any field of rhetoric; I don't know whether the author here intends to follow it, but the charitable interpretation probably would be that he does.

I think throwanem meant homiletics. Still I think an important principle in rhetoric is that your rhetorical devices should not be too obvious not to say annoying to the audience.

I did mean homiletics. Thanks! Been a while since I was close to that world, and the words are apparently similar enough at head and tail - same syllable count and stress pattern, too, for that matter - to get consolidated into the same long-term memory hash bucket.