That’s Intriguing #57: It Don’t Mean A Thing If It Ain’t Got That Swing

Thanks to Duke Ellington for his insightful lyric that inspired the above title.

This is the final post in a 5-part series sharing some of the coaching tips given to Springboard Enterprises clients.

Part of the advice given was “If you want investors to care, you’ve got to show F.L.A.I.R.”

Many investors have seen hundreds, if not thousands, of pitches. After awhile, they all start to sound alike.

One way to stand out and get noticed and remembered – for all the right reasons – is to use R = Rhythm and Ryhme.

Tip 1. Duke was right. When you put things in a beat; you make them easy to repeat.

Hence the enduring popularity of such “earworm” ad slogans as:

“I Can’t Believe I Ate The W-h-o-l-e Thing” (Alka Seltzer)

and

“Takes a Licking and Keeps on Ticking” (Timex)

Chances are, you haven’t heard those jingles for years: yet you can still repeat them, word for word, in the same cadence you first heard them.

When I work with clients, one of our priorities is to create a proprietary phrase that pays that showcases their strongest selling point.

We work on saying it with “pause and punch” so anyone can repeat it, word for word, after hearing it once.

Tiip 2. Be sure to pause and punch when introducing yourself and when wrapping up.

When nervous, or when trying to jam a lot of material into a short amount of time, many speakers jumble their words together.

The consequence is people don’t “get” your name – which means they won’t be able to repeat it a minute, hour or week later – which means you’re out-of-sight, out-of-mind. Not good.

Put a pause between your first and last name (i.e., Sam – Horn) so each word is distinct and can be heard clearly.

Then, e – nun – ci – ate each syllable of your business name – and put a 3 beat pause between words – to make sure it’s imprinted and so people get it the first time.

For example, In – trigue . . . A – gen – cy.

This may sound petty or like I’m making a big deal out of nothing.

However, if people can’t repeat your name, they didn’t get your name . . . which means you won’t get their business.

Tip 3. Rhyme is sublime . . . because it helps you get remembered over time.

One of my favorite examples of this comes from the U.S. Government.

They were concerned years ago about the number of fatalities and injuries in car accidents so they invested a lot of money to create a public service campaign called “Buckle Up for Safety.”

Hmmm. Are you motivated to just run out and fasten your seat belt?

No one seemed to care and no one was inspired to change their behavior.

So, they went back to the drawing board. Or, as comedian George Carlin was famous for saying, “What did we go back to before there were drawing boards?”

This time, they put their slogan in a rhyme that had a distinctive beat. I bet you know what I’m talking about.

Yep, Click It or Ticket.

Not only did that phrase that pays catch on, it’s motivated people to buckle up and, as a result, the number of injuries and fatalities has decreased.

All this goes to prove that phrasing isn’t petty.

You can spend hours and thousands of dollars on fancy power point slides, bar charts and graphics.

But if you rush through your material and your audience can’t understand or remember anything you said – it will all be for naught.

Remember these 5 elements when preparing for and delivering your pitch . . .to increase the likelihood YOU’LL be top-of-mind at the end of a long day.

F = Fun. If you’re not having fun; they’re not having fun.

L = Link. Compare what you do to something with which they’re fond and familiar to fast-forward comprehnsion and buy-in.

A = Alliteration. It’s working for Java Jacket. Why not for you?

I = Inflection and In Your Body. Tower (vs. cower) and speak out – loud and clear – with downward inflection so you have the look and voice of authority.

R = Rhythm and Rhyme. Craft a phrase that pays and make it easy to repeat so you’re the one who gets remembered.

Want more tips on how to POP! your pitch, close the deal and get the money?

Check out POP! – which has been featured on MSNBC and in the New York Times and Washington Post – so the next time you present, you are confdient of your ability to intrigue and favorably impress everyone in the room.

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