Storytelling Tip: Repeat yourself
Today’s tip from JerryBrownPR’s Storytelling Tips on the Experience Pros Radio Show
Listen to the Radio Version
By Jerry Brown, APR
Public Relations Consultant
If you’ve ever been a speechwriter or done much speaking in front of audiences, you’ve probably heard this sage piece of advice: Tell them what you’re going tell them, tell them, and then tell them what you told them. That’s about repeating yourself. And why would you do that? Because your audience will forget 90 percent of what you said within a few hours. They’ll forget most of it almost immediately. And repetition is one of the ways to help your audience remember what you said. So, a good speaker with a message s/he wants you to remember will repeat that message several times.
Anyone who has lived in Denver for any length of time knows who Jake Jabs and Dealin’ Doug are. Jake Jabs owns a chain of furniture stores. Dealin’ Doug sells cars. Their ads, featuring Jake and Doug personally, are on TV. A lot. If you live in Denver, you know exactly who I’m talking about. If you live somewhere else, you still know exactly who I’m talking about because every major city in America has someone just like them.
There’s nothing special about their ads except for the frequent repetition. Dealin’ Doug spends his 30 seconds to a minute shouting about his low prices. Jake doesn’t shout and sometimes brings exotic animals onto the set with him. But the only things you’re likely to remember about what he says is that he has more furniture and lower prices than anyone else.
What’s your message? If you want us to remember it, repeat yourself. Often.
That’s my two cents’ worth. What’s yours?
Jerry Brown, APR, is a public relations professional and former journalist. He specializes in helping clients develop the content they need to tell their stories. He also helps them develop strategies for getting their stories heard, understood and remembered. And he provides media training and presentation coaching for clients who need to tell their stories to reporters or in front of an audience. 303-594-8016 | jerry@JerryBrownPR.com.
Listen to Jerry’s Tips for Telling Your Story every Tuesday at 10:05 a.m., Mountain Time, on the Experience Pros Radio Show on KLZ 560AM in Denver or at www.560thesource.com on the Internet. Missed it on the air? Listen to the archived tips.