Chiasmus

 

 

What is Chiasmus?

Chiasmus is a rhetorical device where words or concepts are repeated in reverse order, creating a mirror-like structure. It often follows an A-B-B-A pattern.

Simple example:

“Ask not what your country can do for you, ask what you can do for your country.”

In sales and marketing, chiasmus is used to create rhythm, emphasis, and memorability in messages, taglines, and pitches.

Why Does Chiasmus Work in Sales?

Chiasmus is effective because it:

• Creates contrast and clarity by flipping expectations

• Sounds punchy and poetic, making it more memorable

• Feels balanced and complete, which reinforces trust and authority

• Engages the brain, helping people remember your message better

Brain science bonus:

The mirrored structure activates pattern recognition in the brain, making your message stickier and more persuasive.

How to Use Chiasmus in Sales Messaging

Here’s how you can apply chiasmus in your content, copy, or conversation:

1. Flip the Value

Emphasise the shift in perspective or result
Example: “We don’t sell to people, we help people buy.”

2. Mirror the Message

Use a mirrored structure to make your point stand out
Example: “It’s not the features that sell the product. It’s the product that sells the features.”

3. Use in Headlines or Pitches

Use chiasmus to grab attention in subject lines, ads, or intros
Example: “Change the process to change the outcome. Change the outcome to change the process.”