Making the Audience Remember the Content

00:00 You've heard the old axiom.

00:02 Tell them what you're going to tell them.

00:04 Tell them and tell them what you told them.

00:07 But is it true? Is it effective? You've heard this so called speaking law.

00:19 I've heard it for years.

00:21 However, I don't have any evidence to suggest it's really effective.

00:24 If you doubt me, ask yourself the following question, How many exit doors are there on a 747 or a 757? Now, if you travel a great deal, chances are you've been told this hundreds of times because the airline attendant will always tell you, please pay. You know, here's how you fasten a seatbelt, blah, blah, blah, blah.

00:46 In case of emergency landing, they are x number of exit doors. Here's the problem.

00:53 Any time I ask a group of people that ten people, I get ten different answers.

00:57 Everyone doesn't really remember.

01:00 They have to guess. They guess differently.

01:02 Here's my point.

01:03 You've been told that message of how many exit doors.

01:08 There are numerous, numerous times.

01:10 But because of the manner in which it's told boring, straightforward, perfunctory, no passion, conveyer belt of data, it goes in one ear and out the other.

01:23 And that's my challenge to you.

01:24 If you're giving a presentation, if you are boring and straightforward, and you don't have stories, and you don't have examples, you can tell people what you're going to tell them. You can tell them, you can tell them what you told them.

01:35 It won't make any difference.

01:37 They're still not going to remember what you said.

01:41 You're far better off telling somebody one idea one time, but to do it in a way that's truly memorable, that has an interesting example, a case study, a compelling story, tell them one time and a compelling way they may remember it for a lifetime. Tell them three times in a speech , and it's boring , and they won't remember it 3 seconds later.