We remember not only what is repeated, but what is repeatable…

It is intuitive to believe that repetition leads to memory. Remember when you were revising for your exams in school… I remember the number of times I wrote out dates, passages and drilled answers into my brain. The same can be said for muscle memory and exercise…

So if this is the case we need to make our message easily repeatable. Science demonstrates that one of the criteria for a repeatable message is portability.

Take famous movie lines for example:

“You talking to me?” Taxi Driver
“Go ahead, make my day” Clint Eastwood
“Frankly my dear, I don’t give a damn”, Rhett Butler (Clark Gable)
“Elementary, my dear Watson”, Sherlock Holmes

With this in mind you need to have memorable “movie lines” for your business, ones that people are used to hearing and reading and know they are yours:

For example

“The value of an idea lies in the using of it.” —Thomas Edison
“Don’t worry about failure; you only have to be right once.” —Drew Houston, Dropbox founder
“Don’t try to be original, just try to be good.” —Paul Rand
“Ideas are easy. Implementation is hard.” —Guy Kawasaki

So instead of competing to be heard in a crowded marketplace, find your one liner, and don’t compete with other businesses…


Be Impossible To Ignore.