As far as copywriting tools and tricks are concerned, alliteration is an oldie but goody. Sadly, this technique gets used all too often in all the wrong situations. Alliteration enhances the message. It is not the core of the message. We’ve all seen these terrible uses of alliteration like the “FREAK OUT FRIDAY SALE!” What’s your message? Do your sales reps don Speedos and Halloween masks to “freak you out” and then give you a discount for surviving the mayhem? No. Copywriting isn’t about throwing alliteration together “to be catchy and creative.” A good writer takes the message and titles it or positions it in a memorable way. Alliteration must serve a function. Take Arby’s 5 for 5 for $5.95 deal. The message is that five different menu items can be arranged in any five part combination and the price will still be $5.95. The repetition of the five is for easy recall. For a day of the week special, I look at Taco John’s “Taco Tuesday.” It’s been around since I was a little kid, but it still works. It’s simple. It’s to the point. Next time you’re looking to brand a sale or write a headline, make sure you have a solid message or goal. Let the message or goal work for you. Remember, the headline serves only two purposes, attention and retention. And as a general rule, avoid violent or destructive words like freakout or mayhem. You’re a professional business. Sound like one.

7 weekly sales alliterations that should be avoided at all costs.

Writers, if these get approved and slid across your desk, it’s ok to cry because part of me would die too.

Moron Monday “our prices are so low, they’re stupid!” – Why would I buy from or be loyal to an idiot?
Totally Terrific Tuesday! – what’s so awesome about it? Sure it’s not Monday, but it sure as hell isn’t Friday.
Wacky Wednesday – unless you’re selling keyboard ties, stay away.
Threes Company Thursday – John Ritter? It’s too soon, too soon.
Fallout Friday – because nothing says Buy Me! like nuclear winter.
Super Saturday – when did Saturday ever save the day? Does it wear spandex? Hmm..
Sunday Spectacular – yes. I did just sit in my underpants for 12 hours, but I assure you there’s nothing spectacular about a grown man in Sponge Bob boxers eating Captain Crunch watching reruns of Xena.