How to Create a Sticky Statement:
Leadership eventually comes with a microphone.
And when it comes to communication, it’s important to remember that the audience rarely remembers entire messages.
They remember phrases and moments.
For example, the next time you’re watching a presentation, watch when the audience members pull out their phones to take a photo of what’s on the screen. They’re telling you what most resonates with them, which is why communicators must be very strategic with words, phrases, and moments.
Too often, communicators miss with phrases and not creating moments by not asking themselves these two questions:
1. What do I want the audience to remember?
2. What do I want the audience to do?
Creating sticky statements that people can remember and act on is a key component of a successful presentation. But that’s easier said than done.
To help create sticky statements, I want to give you two strategies for your next presentation. These two are called Rhyme and Repeat.
1. It may sound simple but it’s still true. People remember rhymes. For example, I bet you can finish this sentence: “Columbus sailed the ocean blue in ___________.”
You remember this because it rhymes. No one, on the other hand, knows when Magellen circumnavigated the globe. Because, sadly for him, it didn’t rhyme.
Here’s another example. A few years ago, I gave a talk about busyness. My sticky statement was one that rhymed:
“Your life moves to a better place,
When you move at a sustainable pace.”
Cheesy? Perhaps, but I’ve had people come up to me years later and repeat it back to me.
Now, for sure, we can get too cute with sticky statements that rhyme but if I had to choose between cheesy or forgettable, bring on the cheese!
2. Another way to create sticky statements is to repeat words. For example, here’s a sticky statement from a talk I heard years ago about the difference between a hobby and a business:
“ A business makes you money.
A hobby costs you money.”
That’s very clear and memorable. Part of the reason for this is that the word ‘money’ repeats.
As you think about your next presentation, I want you to go back to the image of the audience taking a photo of your content. What do you want them to take a photo of? Or, if your talk could be summed up on one social media post on LinkedIn what would that post say?
This is the essence of your message. And don’t forget, people usually don’t remember entire messages. They remember moments and phrases.
Or, another way to say it is:
“What’s your phrase that pays?”
(Hey, that rhymes!)