I love me some rhyming copy. It’s not just playful; it’s a copywriting powerhouse of persuasion! One I absolutely cover in my Copywriting Inkubator.
And no, I’m not suggesting your services page should sound like Dr. Seuss (though that would be fun!). Think more along the lines of Pringles’ “Once You Pop, You Can’t Stop.”
Why rhyming works
First, we feel delight when we read a little prose in an unexpected place, but it’s more than that. Rhyming helps us break down complex information into digestible chunks, making it easier to understand. The rhythmic and repetitive structure of rhyming also helps us remember an idea.
In fact, the parts of our brain that deal with language processing light up like a Christmas tree when we hear a good rhyme. Perfect for slogans and taglines!
The science behind it
Daniel Pink highlights a fascinating study in his book, To Sell is Human. Matthew McGlone, Ph.D., a psychologist at Lafayette College in Pennsylvania, asked students to rate the accuracy of 60 proverbs. One group got rhyming sayings, and another got the same sayings without the rhyme.
For example:
“Woes unite foes” vs. “Woes unite enemies”
“Caution and measure will win you treasure” vs. “Caution and measure will win you riches”
Rhyming statements were rated as more accurate. Why? Because our brains have a natural affinity for patterns and rhythm.
How (and when) you can rhyme
If you don’t want your copy to sound like a children’s early reader, you can rhyme in different ways.
- You can repeat vowel sounds within words (assonance rhyming) Like, kite and bike, green and tree.
- You can repeat consonant sounds (consonance rhyming). Like, pitter and patter, slither and lather.
- You can even separate the rhyme like some verses do, with the rhyme on the next line.
The point is that you can work rhyming into your copy without it feeling cheesy.
Here are some examples to get you thinking:
- Pringles: “Once You Pop, You Can’t Stop”
- Trix Cereal: “Silly Rabbit, Trix are for Kids!”
- Hoover: “It Beats as it Sweeps as it Cleans”
- Duracell: “No Battery is Stronger Longer”
You can also use rhymes in calls to action (CTAs) like “Click Quick” or “Join the Fun, Everyone.” Even in headlines and subheads: “Deal or No Deal? Save Big on Every Meal!”
Email marketer Liz Wilcox just hit my inbox with this gem!
Why do you care? Hit reply if you dare! (Subject line + Preview text)
I often find myself rhyming in my copy without noticing.
I know, I’m a regular Eminem.
So if you feel a rhyme coming on, embrace the moment! You’re doing your reader a favour.
