Making Your Message Memorable
Fred Smith
April 1, 1998
I listen carefully to what people say to me after I speak. If they say, "Boy, I wish I could speak like you," then I've failed. But if they say, "I'm not going to forget that," then I've succeeded.
I speak only to change behavior. Making a speech is not an accomplishment; changing behavior is. But to make a lasting change in behavior, I need to make my message memorable. How can I say it so people will remember?
The missing third element
Some say, "If you want people to remember, tell stories." Beginning preachers are instructed to illustrate each point with a story.
It's true that good stories stick in the memory. But to really help people remember, I find I need to move beyond point and story to add a third element. I call this an "essence statement." You might also call it a "handle," because it gives people a way to hold on to the concept. Some people even call it a one-liner or proverb. But whatever the name, an essence statement is a simple, memorable statement that capsulizes a truth. Over the years I've developed a number of these:
- "God created us from the dust, but he didn't intend for us to stay there."
- "If your wife doesn't treat you as she should, be grateful."
- "When we understand each other's motives, we can understand each other's actions."
They're short, they capture a truth, and they stick in the memory.
Combination of three
The combination of point, story, and essence statement makes a message unforgettable.
For example, in my book You and Your Network, I wanted people to remember that we have the right and responsibility to choose our attitude in every situation. So I used the combination of point, story, and statement:
- I described the point as simply and clearly as I could.
- I told a story about being on a plane when the pilot announced there would be a four-hour mechanical delay. Another passenger bolted off the plane to tell the young woman at the counter (who, of course, controls all jet mechanical failures) what he thought of the way they ran the airline.
Irritated by the inconvenience, I decided this was the appropriate thing to do, so I moved to join him. As I stood up to follow, I remembered Viktor Frankl's definition, "Ultimate freedom is man's right to choose his attitude," and I sheepishly sat down. I had not chosen my attitude but had absorbed it from the circumstances and the people around me. I used those four hours of quiet, with free coffee, to productively do the work in my briefcase.
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