In public speaking we always say that your speech needs something sticky, something that people will easily remember, something to hang on to when the speech is over.
But how to be sticky?
One way is to have ‘a phrase that pays’, a short line that boils your message (or what you stand for) down to its essence.
I found myself thinking this morning:
Did Hilary Clinton have such a phrase?
Nothing came to mind.
And Donald Trump?
“Make America great again.”
He had a phrase that pays.
And so, of course, did Obama.
Does it decide an election?
Not on it’s own.
Does it influence the result?
I am sure it does.
It’s another (if scary) reminder that having a ‘phrase that pays’ really pays.
Photo by Freddie Collins on Unsplash