Sometimes the most important lessons in personal branding are the simplest ones, like using alliteration, or repeated “hard” sounds, to make the title of your brand-building book stand out and be easy to remember. It’s something I think of every time I hear local classical music FM radio station promote their Mozart Block at 9:00.
The Mozart Block has been around for years; and it’s not just used in Boston, but the idea has been copied by classical music stations around the country.
What is so powerful about the Mozart Block at 9:00? (Or 2:00? Or 7:00?)
Alliteration, memory, and brand building
The use of alliteration, i.e., the repetition of “hard” sounds, like p, b, k, d and t, is an one of the most effective ways to make a titles or phrases memorable.
Sound plays an important role in message retention, regardless how your clients and prospects encounter your title or personal branding statement:
- Spoken words. When heard, phrases with consonants create a rhythm that brands the title or phrase into the listeners mind, resulting in easier recall.
- Written words. The same thing happens in your reader’s mind when reading; your readers will “hear” the rhythm of the consonants.
So, when you driving in Boston and listening to the classical music station and they remind you to tune into tomorrow’s Mozart Block at 9 O’clock, the “tuh” of Mozart establishes a rhythm that resonates with the “kuh” sound of Block and is repeated by the concluding “kuh” of Clock.
Alliteration is all around you
Now that you know to look for it, you’ll be able to notice examples of it in everyday names and phrases:
- Titles. Alliteration is a building block of titles used for books, movies, and television shows. Performers names, too, benefit from names with strong initial consonants: i.e., Crosby, Stills, Nash, & Young. Examples of book titles with alliteration include Bob Burg’s best-selling The Go-Giver, Dr. Frank Luntz’s Words that Work, and Hallowell and Ratey’s Driven to Distraction.
- Brands. Many famous brands employ alliteration: The Jolly Green Giant, in New England, the one of the leading supermarket chains is Market Basket.
- Mottos, slogans, catchphrases. Tippecanoe and Tyler, Too!, The Business of America is Business, Frankly, my Dear, I Don’t Give a Damn! are just the tip of the iceberg, which could be joined by America: Love It or Leave It!
Compare the rhythm and ease of remembering Bring Back the Bread Line with Bring Back Free Hamburger. (It’s easy to remember the Bread Line version, but Free Hamburger–or, was it Free Sausages?–version has less impact and is harder to remember.
Recommended Resources for Writers
(See, above? Even subheads can benefit from alliteration!)
I’ve included several examples of book titles and subtitles in my latest book, Book Title Tweet.
Come to think of it,you can also use alliteration to make your Tweets more memorable!
I also recommend Sam Horn’s POP!: Create the Perfect Pitch, Title, and Tagline for Anything. POP! is especially helpful because Sam has included several creativity-enhancing exercises you can use to create strong pitches, titles and taglines.
Put alliteration to work building your personal brand
Take a look around you, and compile a list of names, titles, and phrases that are use alliteration to communicate with impact while enhancing memory retention. Look in your bookshelf, check out the titles on your iPod or CD collection, and see which TV programs you’ve set up for recording on your TiVo. Alliteration is everywhere, and it’s a great tool to use making your personal brand stand out while making it distinct. Share your favorite “discoveries in alliteration” as comments, below!
Author:
Roger C. Parker shares ideas for planning, writing, promoting, & profiting from brand building books in his daily writing tips blog. His latest book, #BOOK TITLE Tweet: 140 Bite-Sized Ideas for Compelling Article, Book, & Event Titles, offers step-by-step ideas, tips, and examples for choosing the right title.
