Lodging yourself in the headspace of your customer is the goal of most marketers. Having a “share of mind” helps in your quest to gain “share of wallet”.

Key to this is your use of language; how you string words and sounds together. The opportunity is to capitalise on Availability Bias – your customer’s tendency to rely upon things that come readily to mind.

With that in mind it seems good timin’ to explain how rhymin’ gets the...