SHADOW chancellor John McDonnell has addressed the Labour Party conference in Brighton. But what did we learn from his first speech to delegates since he was elevated from the backbenches?

:: 1. The time for joking is over.

Mr McDonnell, not particularly renowned for his comedy interventions, insisted he had promised Labour leader Jeremy Corbyn he would behave himself and joked (or did he?) that his gags usually get him into trouble.

The future of ranting in Mr McDonnell's speech-making repertoire is unclear after he informed delegates that his conference speech would not be "my usual rant".

But certainly he pledged to make no jokes due to the seriousness of the topics raised at conference.

:: 2. Technical political gags still get an airing.

And they're not funny. To be honest, we didn't learn that today. But the majority of the audience wasn't laughing when a potential joke about the Government seeking to sell state assets to international states was made. Perhaps Mr McDonnell meant he was withdrawing from humour rather than joking.

:: 3. Silly slogans are dead ... but Labour is now about "straight-talking, honest politics".

The shadow chancellor said Labour's new strapline embodies for him what Mr Corbyn is "all about", adding: "So in the spirit of straight-talking and honest politics, here's some straight-talking."

But as his speech neared its conclusion, Mr McDonnell took aim at the Conservatives: "I just say to George, we're not playing these games any more. We're more interested in the long-term future of our economy than this political spin that he's developing."

He added: "I believe British people are fed-up with being patronised and talked down to by politicians with little more than silly slogans and misleading analogies."

How "long-term future of our economy" differs to "long-term economic plan" will perhaps develop in time.

:: 4. "Modern records" exist for everything.

Usually we learn the weather on a particularly day, week, month or season is the driest or wettest "since records began", with the lack of a specific date adding to the mystery.

But here's another candidate for the topic from Mr McDonnell: "Our balance of payments deficit - it's the gap between what we earn from the rest of the world and what we pay to the rest of the world - is at its highest level since modern records began."

When did the modern records begin or does this date change depending on the argument being made?

:: 5. If you want wooing noises from the crowd, mention a former head of the civil service.

The announcement that Lord Kerslake has been invited to review the operations of the Treasury received a crowd response similar to the announcement of Bully's special prize on Bullseye. The crowd loved it, more so perhaps than Chancellor George Osborne.

:: 6. Economic credibility is key.

Whether or not you believe Labour's economic credibility was damaged by the recession, which began in 2008, there was a clear desire from Mr McDonnell to inject confidence into his party's vision. While he stressed the alternative to austerity, Mr McDonnell also highlighted plans for checks and balances.

:: 7. Solidarity.

The final words of Mr McDonnell's speech capped an explanation of how socialist values can be used to benefit as many people as possible. It was also used in his appeal to those Labour MPs who withdrew from the shadow cabinet.

Mr McDonnell told them: "I admit I was disappointed after Jeremy's election that some people refused to serve. In the spirit of solidarity upon which our movement was founded I say come back and help us succeed. Come back."

Socialism as a concept and its narrative within popular history do not always match as one - but Mr McDonnell is seeking to take the positive elements to outline his vision for society and appeal to voters.