The phrase that pays: 3 ways to make your point stick
Every day, your listeners are bombarded with more and more information until their ears are positively ringing. How on earth can you make your messages the ones that stick in their memories?
Your goal as a business professional and presenter is simple: Speak To Be Remembered And Repeated.
Tying a powerful, repeatable message to each point gives you a “Phrase That Pays.” When we remember vivid examples, we nearly always remember the associated lesson or message. Your Phrase That Pays is your Point of Wisdom or Foundational Phrase or Sound Bite Statement. The following are techniques that help to create or identify your memorable phrase.
1. The “Two and a Half Men” Technique.
One very popular sitcom on TV at the moment is Two and a Half Men. Many people don’t realize that the unusual titles of the episodes always occur in the dialogue of one of the characters:
Go East on Sunset Until You Reach the Gates of Hell
If I Can’t Write My Chocolate Song, I’m Going to Take a Nap
The Last Thing You Want Is to Wind Up With a Hump
Did You Check With the Captain of the Flying Monkeys?
I Can’t Afford Hyenas
Round One to the Hot Crazy Chick
I Remember the Coatroom, I Just Don’t Remember You
Back Off, Mary Poppins
Can You Eat Human Flesh With Wooden Teeth?
Viewers begin watching for the title to occur in the show’s dialogue. If you are a fan, you can probably even guess which character said each title. The actor’s dialogue amuses us and cements the show. The brilliant writers know we, the audience, will go out and retell the storylines. The result is that we add to the show’s success with our word-of-mouth reviews and advertising.
So, how can this help you as a speaker? When you give others a catchy, repeatable catchphrase – something funny, powerful, or thought provoking – your listeners will be eager to repeat it to others. When your power phrases that are attached to your content and examples you will create an ever-expanding network of people retelling your key messages.
2. The “Quote Others” Technique.
Let the wisdom in your speech come from the actual advice or dialogue of your characters, not you. Reframe and emphasize your own key points with the pithy comments of others. They may be talking to you, or you overhear something said. It is important to let your audience know that you had to learn what they are leaning, and give credit to who passed on that knowledge – you never want to be the hero of all your stories.
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