“Float like a butterfly sting like a bee”
“Take back control from Brussels”
“I’m building a wall”
It’s a fact that if you say something enough times and with the right level of conviction and sincerity people will start to believe it’s true.
Or as Jean Giraudoux, a French diplomat, put it “The secret of success is sincerity. Once you can fake that you’ve got it made”
Of course I’m not recommending you indulge in lies and propaganda but I am saying the best speakers invest time in creating unique memorable phrases which they will often repeat during the course of a presentation.
If you craft your “phrase that pays” with care you might only have to say it once for your audience to remember it. Especially if it’s true
“Never have so many owed so much to so few”