Secrets to Help Your Audiences Remember Your Message: Your Phrase That Pays

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

Whatever your role, you want your message to be remembered and repeated to others. When we do that, we are speaking to the audience of our audience.

In selling, managing, inspiring, leading, training, copywriting, and, in fact, all forms of communication, we must look for techniques that help make our messages memorable to our audiences.

Before our colleagues, customers, partners, or audience members leave the meeting or presentation, we need to solidify our message or remind them of the action they must take. Tying a robust, repeatable message to stories or a significant point gives you a “Phrase That Pays.”  Story consultant coach Doug Stevenson says, “A ‘Phrase That Pays’ is a short phrase that summarizes your message. It is a call to action that tells your listener or audience member what you expect them to do.”

Your “Phrase That Pays” can also be called a “Foundational Phrase” or a “Sound Bite Statement.” The following are techniques that help to create or identify your memorable phrase.

We nearly always remember the associated lesson or message when we remember vivid examples.

Here are three ways to develop your own “Phrase That Pays.”

From popular culture, we quote commercials, lines from movies, and cartoons. The popular TV sitcom that lives on in reruns and still amuses us is Two and a Half Men. Many don’t realize that the unusual titles of the episodes always occur in the dialogue of one of the characters:

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 are attached to your content and examples, you will create an ever-expanding network of people retelling your key messages.

The “Quote Others” Technique

Let the wisdom in your speech, training, or meeting come from the advice or dialogue of your characters, not from you. Reframe and emphasize your key points with the pithy comments of others. They may be talking to you, or you may overhear something. Always give credit to whoever passed on their knowledge.

In preparation to speak at a conference focused on getting employees to come up with good ideas, I interviewed Nancy. She had devised an idea that made her company 18 million dollars. As part of the interview, two lines from that conversation were added to my speech, along with many others that followed. Nancy told me, “I am the only person in the history of our company who received an award for the same idea twice. Patricia, it is much more difficult to develop an idea that makes money than to save money.”

I asked Nancy what the awardees were given as a reward.

Then, “Nancy, just between us, don’t you ever fantasize about being given 1% of the millions they made from your idea?” Nancy said, “Patricia, we do fine. It is such an honor and a privilege to work for a company that listens to what we say.”

When I opened my first business, I attended a leadership seminar. The seminar leader commented that I have never forgotten and repeated frequently in my workshops and speeches. It was as relevant decades ago as it is today. He said, “Your business is as good as your worst employee.”

I am reminded of two people who influenced how I run my business. On the first day I went to work, my father, Arthur Fripp, said, “Don’t focus on making a lot of money. Rather, focus on becoming the type of person others want to do business with, and you most likely will make a lot of money.”

The “Repeat After Me” Technique

Often, it is helpful to give your audience the words to use when they repeat your message to their team. Few new universal truths exist; however, endless ideas can become fresh and powerful when aided by your stories and personal experiences and summarized in your “Phrase That Pays.”

Here are some modern examples of memorable phrases from contemporary sources:

Apple’s “Think Different” phrase promotes creativity and innovation and encourages individuals to challenge the status quo.

Nike’s “Just Do It” is a motivational call to action that resonates across all walks of life.

MasterCard’s “There are some things money can’t buy. For everything else, there’s MasterCard.”: This captures the essence of priceless moments and the convenience of using their services.

Old Spice’s “Smell Like a Man, Man”: A humorous yet memorable phrase that appeals to their target market.

How to Craft Your Phrase That Pays

Keep it Short and Sweet: A memorable phrase should be concise.

Make it Relevant: Tie the phrase to your presentation’s core message or value.

Use Vivid Language: Employ words that create strong imagery or emotions.

Be Authentic: Ensure the phrase aligns with your personal or brand identity.

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

“Patricia Fripp not only walks on water; she creates the water she walks on. She is truly a gifted and talented speech coach.” Chandra Williams, State Director of Training and Technical Assistance, Division of Specialized Education

“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