Adventures in Amazing Copywriting #3 – Alliteration

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Today’s example of amazing copywriting comes to us from Sprecher Brewery and their Orange Dream soda.

On the top label, a simple sentence stands superior.

In your wildest dreams, cows roam the orange groves in search of a starry spot for sitting and sipping a succulent citrus soda. Enjoy this super citrus drink of natural orange flavors, honey and vanilla for a creamy dreamy taste experience that’s over the moon.

Although it’s short, here’s why it works:

Alliteration (several words in consecutive order beginning with the same sound) is a secret weapon in any copywriter’s toolbox. As Brian Clark from Copyblogger notes, alliteration can make copy “bounce”.

Writer Scott Eric Kaufman explains his take on alliteration and assonance (repeating vowel sounds in non-rhyming words) as, “the interconnectedness it inspires, as if the repeated consonant and vowel sounds benumb the brain into an associative state. I want those connections to seem subtly more sound than they are, because creating an impression of interconnectedness could compel readers to respond favorably to arguments they might otherwise resist.”

I’m not sure if I agree with Scott’s notion that alliteration is a means for changing opinions. I do agree that alliteration can inspire a sense of cohesiveness and interconnectedness, can make a sentence stand out, and helps with the overall flow and pace of your work.

It should be noted that alliteration is an effective, yet potent copywriting tool. Like an essential oil, just a little goes a long way. Overusing alliteration can make you sound amateur, but the right blend can make you sound brilliant.

Why Link Love is Bad for Your Blog

Fresh out of college I worked selling ad space for a regional lifestyle magazine. It was a tough sell because the magazine was about 80% advertising and 20% editorial – and people caught on. The lack of original content was ultimately what caused the magazine’s demise.

Similarly, I can predict the same fate for blogs who evangelize link love strategies. Simply creating a list of other blogs or writing a post to the effect of “Read this blog – it’s good” is an ineffective long term strategy for building a quality blog.

If you look at some of the best blogs out there – blogs like ProBlogger, Seth Godin, Copyblogger, or How to Change the World, you’ll notice they never re-hash other people’s ideas. If they do link to another blog it’s with a purpose. If they reference an article they state their opinion. If they use a “tactic” it’s subtle and buffered with mounds of original content.

Unsure you have what it takes to come up with original content on a regular basis? Maybe you shouldn’t be blogging in the first place.

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Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com