Here’s How You Can Sell More Sea Shells
Authors have discovered that messaging with alliterative phrases combined with pricing promotions led to higher consideration & selection than non-alliterative promotions:
- “Two T-Shirts $21” — Alliterative promotions
- “Two T-Shirts $19” — Non-alliterative promotions
Creating alliterative promotions may be an alternative to small price discounts.
Testing This Theory:
Apply this discovery to your advertising campaigns by adding messaging that contains alliterative phrases. You could also add phrases with a word-sound overlap:
- “Save big bucks at Bob’s” — the “B” sound is repeated
The researchers also discovered that alliteration has the biggest impact when all message components (e.g., price, brand, quantity) alliterate.
Wondering Why This Works?
Phonological (the way a word sounds) overlap present in an alliteration makes it easier for the reader to process the message and simultaneously makes it easier to recall & accessed from memory, which in turn results in more positive judgments in evaluating a deal and influences choice.