How to make your business twice as memorable
(but you won't do it)
We all know catchy slogans like “A Mars a day helps you work, rest, and play,” or “Once you pop, you can’t stop”—but what’s the science behind why these rhymes stick? It turns out, there’s more than just catchy rhythm at play.
According to researchers Richard Shotton and Alex Thompson, rhyming statements are twice as memorable as non-rhyming ones. In their study, they found that 29% of people could recall rhyming statements, compared to just 14% for non-rhyming ones. Sounds obvious, right? But the impact of this simple tool in marketing and branding is profound.
I tested the theory on friends and colleagues by giving them a rhyming brand statement to remember—and, unsurprisingly, most could recall at least one of the rhymes. Here are some examples I used:
- Philip Van Dusen (Bonfire Community): Light the fire, build your brand higher!
- Lauren V Davis (Personal Branding): Stand out, stand true—it’s all about you.
- Andy Storch (Own Your Career, Own Your Life): Banish the fear, seize your career.
To further put this to the test, I gave three of my colleagues a set of rhyming and non-rhyming brand statements to remember. Here’s how it went:
The Phrases I Tested:
- Lock the rate, don’t hesitate
- Lock in your rate without delay
- Insure your home for peace of mind
- Insure your nest, it’s for the best
- Mortgage advice that’s clear and precise
- Straightforward and accurate mortgage advice
Out of these six phrases, the rhyming ones were far more memorable. In fact, each of my colleagues could recall at least one of the rhyming statements, but none of them could remember any of the non-rhyming ones.
So next time you’re thinking of how to craft your brand message or marketing campaign, ask yourself: Could a rhyme make this stick in people’s minds?
The Science of Branding Success
Being remembered is the first step to business success. When your customers think of a problem, solution, or need—will your brand be the first to come to mind? If you can make them remember you through something as simple as a rhyme, that’s a pretty powerful tool to have in your marketing arsenal.
