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NeuroTactic Overview

Rhyme As Reason Effect

We trust and recall statements that rhyme more than those which don't rhyme

SUMMARY:

If a phrase rhymes, we are more likely to believe it and remember it. This is known as the Rhyme As Reason Effect. Whether it is a political slogan or a company’s tagline, rhyming words are easier for our brains to understand and remember, which makes them more familiar and easier to trust. Effectiviology accurately describes this effect in their article “The Rhyme-as-Reason Effect: Why Rhyming Makes Messages More Persuasive”:

people generally perceive the statement “woes unite foes” as more accurate than the statements “woes unite enemies” and “misfortunes unite foes”, even though they all mean roughly the same thing, because only the first statement contains a rhyme (specifically, the words “woes” and “foes” end with the same sound).

Effectiviology, https://effectiviology.com/rhyme-as-reason/.

Think of ways to incorporate rhyming words into your campaign names, slogans, and headlines. This will increase the familiarity that someone feels when they encounter your marketing, ultimately leading to a higher sense of trust and willingness to engage with your brand.

This effect is similar in nature to the Mere Exposure Effect and the Availability Heuristic.

Primary Source:

McGlone & Tofighbaksh (2000). Birds of a feather flock conjointly: Rhyme as reason in aphorisms. Psychology Science.

Dream Category:

Memorability

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Interest
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

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