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The Rhyming Effect

What is it?

The Rhyming Effect is the name given to a psychological tactic used by marketing strategists to influence consumer behavior.

This study investigated the rhyme-as-reason effect on new artificially created advertising slogans… Rhymes were rated as more like-able, more original, easier to remember, more suitable for campaigns, more persuasive and more trustworthy.

https://pubmed.ncbi.nlm.nih.gov/23841497/

It is no wonder that the Rhyming Effect has proven to be such an effective tactic after being raised with proverbs like these:

  • “An apple a day keeps the doctor away.”
  • “Red sky at night, sailor’s delight. Red sky in morning, sailor’s warning.”
  • “A friend in need is a friend indeed.”
  • “Anger restrained is wisdom gained.”
  • “Those who are poor by condition are rich in ambition.”
  • “Caution and measure will win you treasure.”
  • “What sobriety conceals, alcohol reveals.”

The rhyming effect in ads:

  • “Oh thank heaven for 7-Eleven.”
  • “See the USA in your Chevrolet.”
  • “Hold the pickles, hold the lettuce. Special orders don’t upset us.”
  • “Pepsi-Cola hits the spot. Twelve full ounces, that’s a lot.”
  • “You’ll wonder where the yellow went. When you brush your teeth with Pepsodent”

Take action

  1. Collect key phrases from your happiest customers using a survey.
  2. Then look for phrases that you can use in your next ad campaign that will rhyme.
  3. Use Facebook and Google Ads to test which of your rhymes works best with attracting happy customers.

Read more on this topic:

  1. https://pubmed.ncbi.nlm.nih.gov/23841497/
  2. https://effectiviology.com/rhyme-as-reason/


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