Do you fancy a fiscal fandango?
Ex Bank of England chief economist Andy Haldane’s use of this playful phrase on Sunday with Laura Kuenssberg over the weekend, describing the chaos of pre-Budget speculation, is a perfect example of how language can turn a dry topic into something memorable.
Small wonder that the Daily Mail, The Independent, City AM, and MSN were among the many news outlets quoting it in their headlines yesterday.
So, why does ‘fiscal fandango’ stay in your head? The answer lies in a device that writers have used for generations: alliteration.
What is alliteration, and why does it work?
Alliteration is the repetition of sounds at the start of words – think, She sells seashells on the seashore. Find a complete definition in the Oxford English Dictionary.
Alliterative phrases have a pleasing sound and keep the story moving. That’s why we remember Dickens’ characters like Nicholas Nickleby and Rogue Riderhood, and Churchill’s speeches – “Blood, toil, tears, and sweat”.
Psychologists say alliteration creates patterns that our minds latch onto because the langu
age feels musical, helping us to recall it later. Psychology Today wrote an interesting blog about the seductive use of sound last year.
Brands know how to tell stories using alliteration
Leading brands have long relied on alliteration in their names and advertising slogans to make them memorable. Here are a few famous alliteration examples of brand slogans that work:
- Coca-Cola
- Dunkin’ Donuts
- P-p-p-pick up a Penguin
- The best four by four by far
- Naughty… But nice
- Beanz Meanz Heinz
I’ve used it myself to make headlines punchier, like:
“Course on customer clicks with colleagues”
Eager for more copywriting tips? Browse my related posts:
- Artful subs and 10 tips to avoid wasting words – how to make copy sparkle
- How to damage your brand in one paragraph– why precision matters
How to use alliteration without overdoing it
Although alliteration is a powerful writing technique for engagement (and conversion), subtlety matters. You can use it to:
- Give headlines punch
- Create slogans that stick
- Add rhythm to your writing
But don’t keep doing it or forcing it, as too much alliteration can feel gimmicky and trite.
Looking for help perfecting your copy? Explore my services:
- Copywriting case studies – storytelling that engages
- Proofreading and editing case studies – clarity before publishing
A little alliteration goes a long way
Next time you can’t think of a headline or social media post, try pairing a few words with the same starting sound. It’s a simple way to make your message as memorable as a fiscal fandango.
