If you want to make sure that your message gets through to an audience, considering taking a lesson from the great marketers.Â They settle on a catch-phrase and repeat it over and over, hoping to penetrate the publicâ€™s mind.
Many great speakers do the same thing.
One of the great recent advertising campaigns is from MasterCard.Â Many of you can probably repeat their catch phrase from memory. â€œThere are some things money canâ€™t buy.Â For everything else, thereâ€™s Mastercard.â€
We can remember that message because the MasterCard ads repeat it so often.Â And notice that they repeat it the same way every time.
You never hear them say, â€œThere are some things that cash wonâ€™t buy you.Â For the rest of the stuff, thereâ€™s MasterCard.â€Â No.Â Itâ€™s the same way every time.Â Exact repetition helps the listener remember.
Great speakers do the same thing, focusing on a message and repeating a catch phrase. Â One of the most famous is Martin Luther King Jr.â€™s â€œI have a dreamâ€ speech.Â He actually had two catch phrases in that speech, â€œI have a dreamâ€ which he said nine times and â€œLet freedom ringâ€ 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 audienceâ€™s mind. And like MasterCard, he repeated the phrases exactly, not changing a single word.Â King understood that great speaking is first and foremost about getting a message across to audiences that are often distracted.Â Repeating a catch phrase without any changes helps.Â
During your presentations, think about using catch phrases.Â Maybe itâ€™s as simple as â€œOur brand is about saving moneyâ€ or â€œThis program will increase your sales.â€Â Be sure that you repeat the key phrase the same way several times. That way, youâ€™ll be sure that your message gets across.