by Jane Atkinson
How memorable is your message?
When you have a powerful line or phrase that you say throughout your speech you are accomplishing 3 goals:
1. You are giving the audience something to remember you by.
2. You are making an idea stick. (The Heath brothers book ‘Made to Stick’ illustrates this idea brilliantly).
3. You are giving the audience something with ‘repeat-ability’.
Now what’s this got to do with t-shirts?
Well, ideally a great phrase or tag line within your speech will look great on a t-shirt. Ergo, it passes the t-shirt test.
Let’s take Joe Calloway’s ‘Let it Go’ speech from NSA a few years back. Joe said at the beginning….’although people say you should have 3 points in a speech, I’m only going to give you 1 idea’. His idea was about letting things go in your business in order to move to the next level.
The phrase ‘let it go’ seemed to take on a life of it’s own and was repeated for years. This speech stuck! (That’s why I interviewed Joe to discuss why it worked in my Diary of a Killer Keynote DVD) http://www.speakerlauncher.com/killerkeynoteDVD.html
Here are a few questions to help you consider your powerful phrase:
Is there one thing that you say in your speech that people will remember for sure?
Would it look good (i.e.: be short enough and succinct enough) to have impact on a t-shirt?
When people walk out of the room after a speech by you, are they able to convey to another person exactly what they learned?
Does it pass the boardroom test? Would people repeat your phrase to one another in a staff meeting?
Sharing one idea or point that sticks is far more powerful than sharing 10 that don’t.
I hope this will help you design your powerful phrase and incorporate it into your speech.
ps: If you want to see that Calloway speech I mentioned, it is included in full on the Killer Keynote DVD. Check it out… http://www.speakerlauncher.com/killerkeynoteDVD.html
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