Alliteration. Love it or hate it, it has its place!
Consumers are subjected to approximately 5,000 advertising messages across multiple platforms on a daily basis. To be able to stand out and be memorable among those messages is what every business fights to do. So what is the hook?
Sally spied on several spiders.
She sells seashells by the seashore.
Peter Piper picked a peck of pickled peppers.
Alliteration. Where a small set of speech sounds are repeated within a phrase or sentence. It is a standard mnemonic* trick that makes tongue-twisters easy to remember but challenging to pronounce.
*Mnemonic | a memory device is any learning technique that aids information retention in the human memory. Mnemonics aim to translate information into a form that the brain can retain better than its original form.
Personally, I love alliteration! My friend Emily on the other hand, HATES it! Okay, maybe “hate” is a strong word, but alliteration throws her off enough to second guess if she actually said the sentence correctly to move on to the next.
Love it or hate it, it has it’s place. It’s been used for decades: in nursery rhymes (as above); celebrity names, such as Fred Flintstone, Bob Barker, and Nick Nolte; phrases and quotes; book titles and all for one key reason-recall!
In marketing, alliteration is one of the most effective methods for remembering. As marketers we use it for taglines, jingles, and most importantly, brand names. I’m sure we all can list off a handful of brands that use alliteration:
Shake ‘n Bake
Meals on Wheels
...and so on.
It’s amazing to think that using something as simple as alliteration can have such an impact to make someone act: to buy a product, to join a group, to share information, or to follow.
So if you are starting a business, or looking for a catchy new slogan or tagline, don’t be so quick to dismiss alliteration.