April 3, 2019

Should you use poetry in your ads?

A side effect of having a 1-year old is you read a LOT of children’s books…

I like some more than others. I’m a fan of The Gruffalo. I like the story of Oliver Donnington Rimington Sneep (who of course, couldn’t and didn’t and would not sleep).

Oh, and I especially like Roald Dahl’s Revolting Rhymes. Those are worth a read, even without the child.

When you look a little closer, ALL of these books are poetry with pictures.

Why exactly is that?

The use of rhyme, alliteration, assonance, and other poetic techniques all convert a complex message into something that easily gets stuck in your head at a lower reading age.

Less brain power is required to read or understand, while exponentially MORE brainpower is needed to write it! It’s like the difference between making music, and making noise.

Good ad writing also makes use of these poetic techniques. You don’t have to be the next John Donne or Emily Dickinson, but you can try adding an element of rhyme to your ads. (Especially your Google Ads, where space is limited and competition fierce).

This is arguably advanced level ad writing, but it’s something that can make a difference when you’re looking for a breakthrough.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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