The I-A-O Rule

“Tock tick” just sounds off.

The English language is full of peculiar rules (and countless exceptions). But there are some rules people follow without realizing it.

Take phrases like “ping pong,” “flip flop” and “dilly dally.” If you reversed the order of the words, (pong ping), it would sound strange.

That’s no coincidence. It’s actually a linguistics rule known as ablaut reduplication.

If there are three words then the order must follow I, A, O. If there are two words, then the first is I and the second is either A or O.

No one knows exactly where the rule comes from. It might have something to do with the movement of your tongue or an ancient language of the Caucasus, according to the BBC.

No Red Little Riding Hoods

Here’s another rule everyone follows, but not everyone knows. All adjectives must follow this order: opinion-size-age-shape-color-origin-material-purpose noun.

Breaking this rule also unsettles audiences. It’s not a “stormy and dark night.” And it’s certainly not My Fat Greek Big Wedding.

Rules like these matter in all communications. But they’re especially important in marketing and value prop language. Let’s say a company wants to highlight the launch of a new green widget.

Saying it’s a “green, small, round widget” will throw audiences off. Green has to come last – differentiator or not. There are workarounds of course (a small round widget – now available in green). But messaging priorities will fall flat unless they’re in the right place.

So often, strict grammar rules can be at odds with effective communication. It’s funny that in these cases, people follow obscure rules without even knowing it.