The writing pattern behind every viral slogan

Table of Contents

1. Parallelism

   • Build rhythm & flow

   • Contrast

   • The staircase method

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➡️ How to Write Sentences That Stick Like Super Glue

Have you ever wondered why some lines pull you in and refuse to let go? You know, some slogans, taglines, or sentences just stick with you long long after you’ve read them?

Parallelism.

It is a structure that gives words a rhythm.

It is when you repeat a grammatical structure or pattern.

Think of phrases like…

• “Work hard, play hard”

• “Buy more, save more”

Why are they easy to remember?

They stick because they create a natural rhythm. Like music for your brain.

Let's break this down into 3 tasty frameworks you can steal:

1) Build rhythm & flow 🎶

Your brain processes rhythmic sentences faster than random ones. It's like giving your readers a smooth road instead of making them drive through potholes. It’s really satisfying to read something with a beat to it.

And that rhythm makes you want to keep reading.

Example:

Nike: "Just do it. Push yourself. Break boundaries."

↳ Each phrase = Same structure
↳ Each phrase = Building energy
↳ Each phrase = Makes you pump your fist in the air

This triple-play structure builds energy and adds rhythm to Nike’s message.

Case study:

Amazon Prime’s CTA: “Watch anywhere. Cancel anytime.”

Amazon’s CTA keeps it short, simple, and sticky. The structure is so memorable that even non-members know the benefits.

How to apply:

Choose a simple structure and repeat it. This can be starting each sentence with a verb, or even keeping the sentence length the same. Here’s a pattern to try:

Framework:

1. Start each sentence with an action verb.

2. Keep the structure the same.

3. Build to a benefit.

Framework in Action:

• "Build your network. Boost your skills. Grow your career."

2) Contrast 🌓

Contrasting phrases are super effective.

How does it work? Highlight what you’re gaining vs. what you’re avoiding.

Use positive / negative structures, this type of parallelism makes ideas more memorable.

Example:

Apple’s iPhone 12 ad: “More speed. Less wait.”

Here, parallelism uses the same structure with a contrast (more vs. less). It makes you feel the benefit (speed) and relief (no wait).

Framework for Contrast Parallelism:

1. Focus on a pair of opposites (more vs. less OR gain vs. lose).

2. Keep the structure identical.

3. Use it to highlight benefits and eliminate doubts.

Example Framework in Action:

• "More results. Less stress. Real growth."

3) The Staircase Method 🪜

Each line builds on the previous one like you're climbing steps to AWESOMENESS. Think of it as gradually turning up the intensity until your reader is hooked, engaged, and compelled to act.

Example

• Good copy makes people read

• Great copy makes people feel

• Killer copy makes people act

How to apply:

• Start with something simple—just a statement or observation.

• Turn up the dial. Make it a bit intense, a little emotional.

• Hit them with the big reason, why they should act.

Your Turn!

Want to see how powerful parallelism can be? Try this quick exercise:

1. Pick a product or service you offer.

2. Write a set of 3-4 benefits in parallel structure.

3. Experiment with contrast, lists, or bold claims.

4. Send it out as a reply to this email — let’s discuss.

Now go write something amazing.