If you want to make sure that your message gets through to an audience, considering taking a lesson from the great marketers. They settle on a catch-phrase and repeat it over and over, hoping to penetrate the public’s mind.
Many great speakers do the same thing.
One of the great recent advertising campaigns is from MasterCard. Many of you can probably repeat their catch phrase from memory. “There are some things money can’t buy. For everything else, there’s Mastercard.”
We can remember that message because the MasterCard ads repeat it so often. And notice that they repeat it the same way every time.
You never hear them say, “There are some things that cash won’t buy you. For the rest of the stuff, there’s MasterCard.” No. It’s the same way every time. Exact repetition helps the listener remember.
Great speakers do the same thing, focusing on a message and repeating a catch phrase. One of the most famous is Martin Luther King Jr.’s “I have a dream” speech. He actually had two catch phrases in that speech, “I have a dream” which he said nine times and “Let freedom ring” which he said 10 times.
King wanted to get a message across. So he repeated his key phrases to ensure that they made it into the audience’s mind. And like MasterCard, he repeated the phrases exactly, not changing a single word. King understood that great speaking is first and foremost about getting a message across to audiences that are often distracted. Repeating a catch phrase without any changes helps.
During your presentations, think about using catch phrases. Maybe it’s as simple as “Our brand is about saving money” or “This program will increase your sales.” Be sure that you repeat the key phrase the same way several times. That way, you’ll be sure that your message gets across.