© by Dr. David Weiman. All rights reserved.
If I ask you what year Columbus arrived in America, many of you will recall a rhyme you learned in grade school: “In fourteen-ninety-two, Columbus sailed the ocean blue.”
You probably haven’t thought of that in years, so how did you recall it so easily? According to memory experts, information presented in a meaningful format is more memorable than information that isn’t.
To prove the point, two groups of people were given the same list of words to memorize in a study. One group was given no extra help, but the other group was told to try to form the words into a sentence.
Which group did better?
The one that used sentence-forming recalled four times as many words as the other group! That’s because the words formed a “unit” through the sentence structure. There was now a meaningful connection among the words.
Rhyming makes information even more memorable because it restricts the number of possible matches at the end of the rhyme. For example, the word TWO in the Columbus poem limits the colors that rhyme, such as BLUE.
The rhythm of rhymed phrases helps cement the information into long-term memory even more effectively. My father’s jewelry store used a rhyme in the store’s name: Weiman’s for Diamonds. People remembered the name after hearing it just once.
In an informal survey I conducted myself, people remembered slogans or jingles that they had heard up to 60 years ago. That’s staying power!
For example, a 72-year-old instantly remembered this old rhyme promoting a men’s shaving cream: “She Kissed Her Hairbrush By Mistake, She Thought It Was Her Husband Jake: Use Burma Shave.” An 81-year-old remembered the jingle “Pepsi Cola hits the spot, twelve full ounces, that’s a lot” from decades ago.
In a world where so many messages are competing for a buyer’s attention, sellers can differentiate themselves — and assure that their messages will stick in long-term memory — by using rhymes. The fact that so few companies currently use rhyming slogans will also help these messages stand out.
A few tips for developing a handcrafted jewelry-selling phrase that pays:
1. Decide what aspects of your company you want to register with the customer, and write out a list of key words. Your name and product or services are the most important elements.
2. Hire a professional copywriter (or poet) to help you form a rhyme that will stick.
3. If you’re a do-it-yourselfer, get a “rhyming dictionary” (http://www.rhymezone.com) to find rhyming words.
4. Test the rhyme. Present it to friends, customers and others along with phrases that don’t rhyme, asking them later to recall as many as they can. If the memory research mentioned above holds true, the rhyming phrase should be the easiest to remember.
5. Once you’ve selected your slogan, make sure it appears wherever your company name and logo are shown or mentioned.
Try rhyming as part of your handcrafted jewelry-marketing strategy. You just might create a really sticky slogan!
About the Author: Dr. David Weiman, “the Jewelry Marketing Doctor,” is a psychologist and internationally-known expert on marketing and selling handmade artisan jewelry. He is also the marketing director for Lapidary Journal Jewelry Artist, Step by Step Beads, and Step by Step Wire Jewelry. His new book, 101 More Jewelry Selling Techniques from the pages of Jewelry Selling Insights — along with many other books and tools for selling handcrafted jewelry — at http://www.MarketingJewelry.com where you can also sign up for his free “Jewelry Seller” e-newsletter.
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