Imagine you’re reading a book. We do deny it left and right but how important is the cover art? How important is the placement and style of words in the first few pages? If the first 2 chapters failed to mesmerise or pique a sense of interest in you, will you continue reading? Would such a book be classified as an attention-grabber? Now just shift this book analogy to a speech. They’re both texts, just delivered through different mediums. Both require certain aspects and characteristics, basic to niche, in order to land a good audience. In fact, Mark Twain had once said that it takes him three weeks to write a speech one would classify as impromptu; revealing the sheer strategization and consistency a good speech brings along with it. Following the analogy, let's look at the importance of good one-liners, especially opening catchphrases, in a speech.
Content without character has a tendency of falling flat on its face that is where these phrases come in. They give the audience time to laugh, think about what has been said, and make them want to listen. Catchphrases have a very nuanced way of contextualising information that has been brought out. They hold unsolicited power of persuasion. Basically, they’re like the Thursday nights of Ashoka. You’d have substance without them (not substances though) but where’s the drama? There’d be no incentive to face the week with vigour or listen to anything that’s being said without the promise of a little fun.
42% of advertising agencies add a humorous tagline to their ads. Why? In a 60-minute-long speech given by Obama, the words the entirety of the United States remembered was smoked salmon because he used a punchline tied to that (Abrahams, 2020). In her address to a graduating batch, JK Rowling made a joke about wizards and said that that would probably be the only thing they would recall from the convocation speech. Why is it so? Simply because punchlines stand out and if weaved carefully within arguments, they make the argument stand out.
Furthermore, when used at the very onset, they help set the framework of the speech (Quinn, 2015). They act as a sneak-peak into what is to come (essentially, a teaser trailer). They let the audience know whether the speech is worth their time or not. If you manage to hook them in the beginning, half of your work is already done. When people try to recall your speech, the moment they recall an interesting beginning, they’ll remember you were a force to be reckoned with.
Another interesting way of using catch phrases rather than just weaving them into the introduction or conclusion is to introduce an argument with them or explain one using them. Lets face it. Long, heavy duty, information-packed presentations need some wake up calls now and then. Why not insert a little inspiring thought provocation in-between? (Quinn, 2015) This gives users the opportunity to understand the text. Only intellect coupled with flowery language just boasts a rodomontade and not a speech that has made an impact.
Therefore, the next time you write a speech, think back to this article, remember the Thursday Night joke (it’ll probably be the only thing you remember thereby proving my point) and add a joke or two, a catch phrase here and there, to captivate your audience and reach your end goal: win by standing out.
WORKS CITED
Quinn, John “8 Reasons Why You Should Use Quotes in your Next Presentation.” Audience Alive, June 2015, https://audiencealive.com/8-reasons-why-you-should-use-quotes-in-your-next-presentation/
Abrahams, Matt “Make ’Em Laugh: How Humor Can Be the Secret Weapon in Your Communication.” Stanford Business, June 2020, https://www.gsb.stanford.edu/insights/make-em-laugh-how-humor-can-be-secret-weapon-your-communication
Dulgan, Andrew “How to Use Quotes in Your Speech: 8 Benefits and 21 Tips.” Six Minutes, September 2012, http://sixminutes.dlugan.com/speech-quotes/
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