Use the Message Support Stool
Anecdotes, case studies and feedback are memorable because stories are memorable.
Numbers, unless shocking, aren’t memorable. Use the H&R Block method. In its “Get Your Billion Back” campaign, it didn’t rely on the stat that $1 billion goes unclaimed each year. That amount of money is an abstraction for most. Instead, it talked about how that sum equated to $500 on every seat in every professional football stadium.
When preparing for an interview, write down the raw data point and find a way to make it more relatable.
Use short memorable phrases or sentences, often metaphors, similes or rhetorical questions.
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