Make Your Copy Rhyme & Get Remembered Every Time

Memorable title, huh? 👆

That’s because it rhymes.

As advertisers have known for decades, using rhyme in your marketing is a powerful way to make your message heard — and remembered.

Here’s why you should consider using rhyme in your business copy… and how to do it without sounding cheesy, choppy, or downright sloppy.

Why Rhyme Is Such a Powerful Tool for Persuasion

“If it doesn’t fit, you must acquit.”

If you don’t know this famous line from the O. J. Simpson trial, have you been living under a rock? 

(Apparently I had been, because until my husband and I watched an O. J. documentary on Netflix a few years ago, I hadn’t even known whether he’d actually been acquitted. 🙈 Hey, we all have our blind spots…)

Once you’ve heard the rhyme, you’ll never forget it.

In fact, O. J.’s defense attorney, Carl Douglas, said that when Johnnie Cochran first thought of it:

“There were high fives throughout that conference room, because that was just the kind of Johnnie-esque line that we all knew was going to resonate.” 

And they were right, because — well, you know what happened. (And now I do too.)

3 Reasons to Use Rhyme in Your Copywriting

Rhyme is an effective literary device for several reasons:

1. Rhyme creates a pleasing pattern in our brains that is scientifically simpler to recall. In other words, your audience will remember your message more easily.
2. Rhyme is often associated with positive feelings and memories. That can help your customers subconsciously create a favorable connection with your brand.
3. Rhyme helps you differentiate your business. Because it’s unique and unexpected, using rhyme shows your audience you aren’t like other brands — you’re creative, fun, and bold.

Statistics That Prove the Importance of Rhyme

In case you aren’t convinced that rhymes are memorable, here are some stats proving they are:

• People in this study were twice as likely to remember rhyming statements than non-rhyming statements.
• People in this experiment believed rhyming statements were 22% more accurate.
• People in this study rated rhymes as “more likeable, more original, easier to remember, more suitable for campaigns, more persuasive and more trustworthy.”

Famous Examples of Ads That Rhyme

Advertisers throughout history have understood the power of rhyme.

Here are some famous ads that have used rhyme to their advantage…

“A Mars a Day Helps You Work, Rest, and Play”

“Beans Meanz Heinz”

“Kids and Grownups Love It So — The Happy World of Haribo”

“Don’t Be Vague — Ask for Haig”

“See the USA in Your Chevrolet”

“Oh, Thank Heaven for 7-Eleven”

“Once You Pop, You Can’t Stop”

“Call Roto-Rooter, That’s the Name — And Away Go Troubles Down the Drain”

Why Rhyming Ads Have Declined

If rhyme is such a strong psychological trigger, why don’t more (modern) copywriters use it?

Because if you don’t do it right, it can make you seem cheesy.

In fact, rhyming ads have, in Richard Shotton’s words, “fallen from fashion.” From 2007 to 2017, only 4% of print ads included a rhyme, compared to 10% in the previous years.

Here’s his reasoning for the decline of rhyming copy:

“The advertising industry has become, in Martin Weigel’s phrase ‘over-professionalised’ — it has become the domain of experts. Experts have a tendency to ignore simple solutions, after all they want to demonstrate their sophistication to their peers. This leads to simple solutions being derided as simplistic. Marketers need to avoid rejecting what works in favour of what they’d like to work.” [sic]

So even though rhymes aren’t as popular anymore, you still have permission to use them in your marketing — if the rhyme actually will work in your favor.

10 Tips for Using Rhyme in Your Copy (Without Sounding Cheesy)

1. Start with the end goal in mind. If your rhyme doesn’t help reinforce your overall brand message, it’s got no business in your copy (literally).
2. Keep it simple. The best rhyming copy is one line or two, max. Don’t write a whole poem — it’ll seem contrived.
3. Use humor. By using a rhyme, you’re implying you don’t take yourself too seriously. So don’t!
4. Avoid obvious rhymes. Don’t settle for boring, predictable rhymes like “you” and “do.” The more creative, the more memorable.
5. Consider imperfect rhymes. Perfect rhymes (like “hop” and “pop”) are easiest, but don’t be afraid of other types of rhymes, like slant, slight, or consonant rhymes.
6. Use a rhyming dictionary. Tools like RhymeZone can help you find the perfect rhyme, conveniently organized by syllables.
7. Make it sound effortless. The more forced your rhyme sounds, the more uncomfortable your reader will be. And uncomfortable readers don’t buy.
8. Read it out loud. The rhyme might seem right in your head, but how does it actually sound? The only way to know is to hear it read aloud.
9. End on the most important word. That’s what people will remember most, so make it count (like Haig did above).
10. Don’t overdo it. When writing copy for my clients, I like to reserve rhyme for select slogans, taglines, or headlines — just one or two per brand at the most. If a rhyme ever sounds silly or sing-song-y, I’ll take it out.

Remember: it’s better to take the high road than earn an eye roll. (There’s a slant rhyme in action!)

Get More Creative Copywriting Help

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As a creative copywriting studio, we can help you do your actual copywriting, too. Check out our services to see how we can help you make your message memorable — whether you want it to rhyme or you say, “Not this time.”