Daniel Pink#1 NYT bestselling author of 7 books

Want to persuade? Take time to rhyme

7 Jun 2024 · 2 min

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1:33

In this short talk, the speaker describes a Lafayette College study where participants evaluated 60 proverbs presented either in rhyming or non‑rhyming form. Despite participants claiming rhyme didn’t matter, the rhyming versions were consistently judged as more accurate descriptions of human behavior. The speaker explains this effect through the concept of processing fluency—rhymes are easier for the brain to process, which makes ideas feel more truthful, memorable, and persuasive. The key takeaway is that incorporating rhyme into pitches, slogans, or messaging can enhance their persuasive power.

Chapters

The elevator pitch? That's a little 20th century. Today, if we want to spread our ideas, sell our cause, or improve the world, we need some new ways to pitch. Researchers at Lafayette College did an interesting experiment. They gave participants 60 proverbs and asked them to rate whether each was an accurate description of human behavior. But there was a twist. One group of participants received sayings that rhymed. For example, woes unite foes and caution and measure will win you treasure. The other group received the same proverb but in a form that didn't rhyme: woes unite enemies, caution and measure will win you riches. Which version did people say were more accurate? The rhyming ones. Even though participants said the fact that they rhymed made no difference at all to them. What's going on? Rhymes increase what cognitive scientists call processing fluency. They go down easier. When processing fluency increases, people understand things more deeply and your idea sticks. In other words, rhyme can enhance reason. Or think of it this way: Pitches that rhyme are quite sublime.