What do people remember? Think of a favorite song. What about it makes you listen? Probably a distinctive element like a catchy riff or lyric. It sticks in your head.
Making your case to a judge or jury, a pitch to a potential client or that short time you have when making your elevator speech is the same except the distinctive riff is an easy to remember sentence or phrase that sums up what you want people to remember. Sounds easy, doesn’t it? Depends on the situation and the audience, but you can always come up with one.
Some are easier to come up with than others. What if what you are trying to convey is more complex? You can still do it. Break down the concepts or message like you have to spoon feed them to a two year old. That’s right! Simplifying the important parts of your message helps you educate your audience. Even if your conversation, presentation or even oral argument are longer, you tie it together by starting and finishing with your catch-phrase or one sentence summary you want remembered.
One way too come up with the sentence or catch-phrase is to really think about the message you want to convey, your audience, how much time you have. If you do, odds are you will get your message across. The simpler the better, which is easier for your audience remember. And that’s the point.