Every day, we are bombarded with more information than we can remember.

Whatever your role—executive, manager, salesperson, or team leader—you want your message to be remembered and repeated.

When your words travel beyond the room, you are speaking not only to your audience but to the audience of your audience. That’s how ideas grow, reputations spread, and influence multiplies.

Why Being Remembered Matters

In every form of communication—selling, managing, inspiring, training, or leading—the ultimate goal is the same: to make your message stick. Before your audience, colleagues, or customers leave the room, you want them to recall your words clearly and share them confidently.

That is the mark of a world-class communicator.

What Is a “Phrase That Pays”?

Story consultant Doug Stevenson calls it “a short phrase that summarizes your message. It’s a call to action that tells your audience what you expect them to do.”

I like to think of it as a Foundational Phrase—a sound bite that captures the essence of your message so powerfully that people can’t help repeating it.

Think of:

  • Apple: Think Different.
  • Nike: Just Do It.
  • MasterCard: For everything else, there’s MasterCard.

Each is short, rhythmic, and emotionally charged. That’s what makes it unforgettable.

When your Phrase That Pays is linked to your stories and reinforced by your delivery, your audience will become your most excellent marketing team—retelling your message for you.

Frippicism®: “If you sound the same as everyone else, you have no advantage.”

Three Ways to Create Your Own Phrase That Pays

  1. Quote Others

Let wisdom come from your characters, clients, or mentors rather than yourself.
When I spoke at a conference on innovation, I told the story of Nancy, an employee whose idea earned her company $18 million. When I asked if she ever wished for a share of the profits, she said:

“Patricia, we do fine. It’s an honor and a privilege to work for a company that listens to what we say.”

That phrase— “a company that listens to what we say”—became the emotional anchor of my message. Every executive in that audience remembered it.

Or, as my father Arthur Fripp told me on my first day of work:

“Don’t focus on making a lot of money. Focus on becoming the kind of person others want to do business with, and you most likely will make a lot of money.”

That line has been repeated around the world.

  1. Repeat After Me

Give your audience the language to repeat. Invite them to own your message.

You might say:

“Repeat after me: Clarity is kindness.”

When they say it out loud, they don’t just hear your words—they absorb your philosophy. In Deliver Unforgettable Presentations, we remind readers that audiences rarely remember exact sentences but always remember the mental pictures those sentences create.

A repeatable phrase, reinforced with a vivid story, paints a picture that lingers.

  1. Draw from Pop Culture

Television writers mastered this long ago. The sitcom Two and a Half Men titled each episode with a line from the script. As speakers, we can learn from that.

Give your audience a phrase they want to quote:

  • “Rehearsal is the work; performance is the relaxation.” – Sir Michael Caine
  • “Technology doesn’t run an enterprise; relationships do.” – a modern Frippicism®
  • “Nobody sees how you feel. Only how you act.” – another Fripp favorite

Attach your phrase to your story, and your message will spread naturally.

How to Craft Your Phrase That Pays

  • Keep it short and sharp. The fewer words, the greater the impact.
  • Make it relevant. Tie it directly to your key idea.
  • Use vivid, emotional language. Paint word-pictures that stick.
  • Align it with your personal brand. It should sound like you.
  • Test it. If people quote it back, you’ve struck gold.

From Story to Sound Bite

One of my clients was preparing a presentation for senior management. His story was about winning over a demanding customer by listening rather than persuading. His final line became: “Listen louder than you talk.”

That simple phrase became his company’s rallying cry for customer relationships. It was repeated in meetings, printed on posters, and remembered by every new hire.

That’s what a Phrase That Pays does—it turns insight into action.

In the End

Whether you’re leading a meeting, closing a sale, or inspiring a team, remember this: your message only lives on if it’s remembered and repeated.

Craft your Phrase That Pays. Anchor it in a story. Make it easy to quote.

When your audience repeats your message to others, you will have truly spoken to the audience of your audience.

Want to Master the Art of Being Remembered?

Explore my FrippVT Powerful Presentations online learning program—your 24/7 speech coach for mastering structure, storytelling, and delivery.

If your next presentation is high-stakes, let’s talk about customized executive coaching. Together, we’ll ensure your message is not only delivered—it’s remembered and repeated.

These ideas will help you speak to be remembered and repeated. If you need help, let’s have a conversation.

You are a true Rock Star executive speech coach! You help me with my January Sales Meeting speech every year, and my skills have increased. Your guidance and input are invaluable. My boss told me my speech was outstanding. Thanks to you, I was very confident, comfortable, and genuine.” Rob Cummings, Senior Vice President, Sales & Client Services, Fidelity Investments

“Our investment in Patricia’s presentation coaching quickly became one of the smartest decisions we’ve made for our technical experts. What started as support for high-stakes events turned into an essential part of our preparation process. Patricia isn’t just an outside coach—she’s truly part of our team. Her ability to help our executives and engineers communicate with clarity and confidence has elevated not only our public presentations and Executive Briefing Center sessions but also internal meetings and customer conversations. The best part? The rave reviews keep coming.” Greg Smith, Vice President, Product Marketing at Nutanix

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The phrase executive presence first appeared in leadership circles in the late 20th century.

It quickly became a buzzword in boardrooms, performance reviews, and coaching sessions. Yet for all the talk, it remained elusive. Many ambitious professionals were told, “You need more executive presence”, but few could explain what that meant or how to achieve it.

Executive presence is not a single trait you’re born with. It’s a set of behaviors, skills, and habits that signal credibility, confidence, and influence. It’s the ability to inspire trust in your leadership, even under pressure. And while everyone wants it, too few understand how to build it.

After decades of coaching leaders, CEOs, and professionals worldwide, I’ve distilled executive presence into practical insights. Below are 20 ways you can strengthen yours—immediately and over time.

  1. The 60-Second Rule

Most executives lose their audience in the first 90 seconds. Don’t start with small talk. Begin with a bold statement that makes people lean in.

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For years, I have tracked who followed me on YouTube.

The numbers were consistent: 99% were men, and the largest group was ages 55–64.

Then I checked my stats for the last 28 days. Imagine my surprise—today, 75% of my viewers are 25–34, 25% are 55–64, and 58% are women. Quite a shift!

Even more surprising?

In the past week, two new executive speech coaching clients reached out. Both are 25-year-old, ambitious young men. One said, “Three years ago, I graduated from High Point University, and Steve Spangler recommended you.” I first met HPU’s remarkable president, Nido Qubein, at my very first NSA convention in 1977. Steve Spangler, a science rock star, is also my colleague in Speakers Roundtable, as is Dr. Qubein.

The other said, “My father recommended you.”

He never forgot how helpful you were to him 20 years ago!” And just this morning, I received an email: “I am writing to you on behalf of my son. Will you help him?” Who knew a whole new market was waiting for me?

My colleague Dylan Tweney from the Professional Speechwriters Association wrote about his experience at the most recent Renaissance Weekend.

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To become a better speaker, consider going to the movies.Learn from Hollywood

That is the premise of my popular presentation, How to Add Hollywood to Your Presentations. Think about it. If you had unlimited resources to design the keynote that would make you the most in-demand professional in your industry, where would you go for the best writers, directors, and production talent?

Hollywood.

In Hollywood, hundreds of creative professionals collaborate to produce one unforgettable movie. Most of us cannot hire that dream team; however, we can borrow their techniques. Here are seven proven Hollywood strategies you can use to make your presentations more compelling, more memorable, and more persuasive.

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When preparing for a presentation, most speakers focus on their content and slides.

That’s important—but it’s not enough. The real question you must ask yourself is: Who is my audience, and why should they care?

Your content may be brilliant, but your impact depends on the relationship you build with your listeners. Do they feel you understand them? Do they trust that your ideas are relevant to their world? That connection—both intellectual and emotional—is what transforms a presentation from forgettable to persuasive.

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At an all-day event, my client asked me to speak briefly to promote my afternoon session.

I said, “I know your morning is full, just give me three minutes.” I only took two and a half.

I began with an amusing story about a request for an interview, which made the point that your message must be of interest to your audience. Then I continued,

“This morning, you enjoyed your executives’ presentations because they acknowledged your contributions, celebrated your success, revealed fascinating industry statistics, previewed your company’s future, and confirmed that your executives are in harmony.”

Notice the effectiveness of those short phrases, each driven by a strong verb. They grab attention, paint pictures, and move ideas forward.

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From Good to World-Class: How to Improve Your Presentations

Socrates said, “Know thyself.”

I say, “Put your words under the magnifying glass.”

If you want to improve all of your presentations, here’s a simple process that works for seasoned professionals as well as ambitious beginners.

Step 1: Watch Yourself Like a Coach

Take a video of one of your best presentations and sit down to watch it—not as the speaker, but rather as a high-priced speech coach.

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Even the most seasoned presenters know: preparation off stage sets you up for success on stage. Here are eight practical and frequently overlooked steps that will help you feel confident, in control, and ready to make your message memorable.

  1. Check in early.

Arrive with plenty of time to get familiar with the space. Notice the setup:

  • Is there a platform or stage?
  • Where will you stand when you’re introduced?
  • How many steps will you take to reach the lectern or center stage?

Pay attention to lighting and sound. Is the spotlight on you—not the banner, lectern, or ceiling? Remember, when the lights go down and the volume goes up, audiences often think they can’t hear clearly.

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Recently, I had the joy of seeing the magnificent show A Beautiful Noise at The Smith Center in Las Vegas.

This is, of course, the life story of Neil Diamond. Having seen him perform live before, I knew to expect magic, and I wasn’t disappointed.

Part of the show’s brilliance is in its structure. It opens with Neil as he is now, in conversation with his therapist, looking back on his life through the lens of his songs. We are drawn into his world, from humble beginnings and self-doubt to becoming a worldwide megastar with more popularity than Elvis. Along the way, we see the highs and lows, the struggles, the joy, and the unwavering devotion to the music that gave meaning to his life and happiness to his audiences.

By the final curtain, the audience is on its feet, carried away on a wave of music and emotion.

And here’s the connection that struck me: the show’s structure is precisely the type of framework I help my clients use to craft their speeches when they share their own life experiences.

The Power of Structure: Theater Meets Speaking

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Eye Contact: The Silent Superpower in Presentations

Suppose you want to connect with your audience on an emotional level. In that case, whether it’s one decision-maker, a boardroom full of executives, or a conference ballroom of hundreds, your eyes are one of your most powerful tools. In Deliver Unforgettable Presentations, we emphasize that eye contact is not just about looking—it’s about connecting. Here’s how to maximize its impact.

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