How to Make a Great Tagline

Rhymes, they're kind of cheesy aren't they? But there's a mountain of evidence showing they're an incredibly effective persuasive tool.

For example, a few years ago researchers at Lafayette College did a really interesting experiment.

They gave people proverbs.

To half the people the proverbs rhymed, things like, "Woe is unite foes." To the other half the proverb said essentially the same thing, they just didn't rhyme.

"Woe is unite enemies." It turned out that people who got the rhyming proverbs found those proverbs more accurate, more insightful.

What's going on? It's something called processing fluency.

Rhymes increase processing fluency, that is they make the message go down a little bit more easily.

When that happens, when the message goes down more easily, not only are people more likely to remember it, they're more likely to believe it.

This is why companies around the world use rhymes to pitch their products.

Let me give you one of my favorite examples, which happens to come from one of my favorite treats.

Haribo, makers of these delicious gummy candies.

Haribo is a German company.

They operate throughout Europe in multiple languages, and their pitch rhymes in every language.

So in English their pitch is, "Kids and grown-ups love it so.

The happy world of Haribo." But it also rhymes in French.

"Haribo, c'est bon la vie.

Pour les grands et les petits." It rhymes in Spanish.

"Haribo, dulces sabores.

Para pequeños y mayores." So Pinkcast viewers, next time you're in a persuasive encounter, bust out a rhyme.

After all, roses are red, violets are blue, some Pinkcast rhyme, but this one doesn't, and you can do better.

Thanks for watching.