According to Webster’s dictionary, alliteration is “the repetition of usually initial consonant sounds in two or more neighboring words or syllables (as wild and woolly, threatening throngs).”
Alliteration takes dull dictation and turns it into melodic music. I use alliteration fairly frequently in my writing. But writer beware: slipping too many similar sounding words into a document can turn your copy into corporate crap.
(When my daughter was 10, she learned about alliteration in her 4th grade language arts studies. She took a fancy to the word for a while, repeating it often, because she liked the way it rolled off her tongue. She still talks tirelessly.)
Examples of Alliteration in Real Writing
I rarely make a conscious choice to use alliteration when writing. (This post is one major, over-exaggerated exception). But this writing element frequently makes an appearance in my copy anyway. (Maybe a bit too frequently. I once had a client ask me to dial down my rhyming in her copy!)
For example, in my recent post about the importance of copywriting clients, I used this phrase: focus on finding. And in another post on choosing a copywriting niche, I used this one: sell your services. (I stopped checking after these two examples because, well, I think I proved my point.)
With Alliteration, Less is More
When used sparingly, alliteration is a great resource for a copywriter to call upon. As Andrea Goulet, personal blogger and Senior Copywriter at Capital One, puts it:
“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.”
Copywriter Confession: If you’re wondering why I chose an ooey, gooey pizza as the visual to accompany this post, here’s why: Like the pizza in the picture, alliteration in copywriting is tasty and tempting!
