Increase the chances that others will talk about what you do, write and say. Craft vivid and unexpected comparisons.
Financial heavy-hitters covet tickets to the high stakes J.P. Morgan Healthcare investors’ conference. That’s where investors and venture capitalists hear 20-minute talks by CEOs of start-ups and public companies who seek funding or favorable stock analysts’ reports. The tension is high and the schedule packed. Presenters speak fast, using a mix of highly technical scientific and finance language.
Treat Your Body Like a Billboard for Your message
When it was his turn to speak, the CEO of bio-tech firm Amgen, strode past the podium to the center of the stage, then turned and smiled at the audience. He pulled up one suit sleeve, rolled back the underlying shirt sleeve to bare his raised forearm and pointed at a patch on it. He began, saying, " You will feel the effects of this medical patch faster than it takes a Porsche to go from zero to 90.”
Make Favorable Comparisons With Familiar, Admired Objects
Few methods create greater credibility and memorability. Especially if a respected third party offers that side-by-side verbal or visual picture. But don’t wait for someone else to label you or your product.
A publisher describes Peter Greenberg’s book, The Complete Travel Detective Bible as the “ultimate ‘physician's desk reference’ for travelers.” This potent alignment with a familiar object in a different world (travel and medical) positions the book in our mind as the top-of-mind choice in its category.
The tiny firm, Turnstone touts this slogan, “The Mini Cooper of office furniture.”
“Air bag for your computer” is the description of backup software for a computer’s hard drive.
Hijack a Famous Slogan to Use in a New Way
After a company has spent millions to make a slick slogan well-known, twist it in a new direction for your intended meaning. Redwood Hospital in Northern California used this billboard variation of the popular milk slogan to ask for blood donations: “Got blood?”
Be Brief
"Writing is like water, because you have to let it flow."
Suggestion: Say it so they can see it in their mind's eye. When people in your work world are immersed in jargon, your remarks can stand out from others, when you make a comparison with a well-liked product, person or situation from outside your profession or industry.
