“We aim to put a man on the moon and bring him home safely, by the end of the decade.” 1961 – JFK.

How clear & simple is this statement? – very
Do you understand the mission? – yes
If you were an employee could you make decisions about your workload based on this statement? – yes
Does it contain some level of emotion? – Yes – awe and excitement/disbelief even

Let’s rewrite history for a moment and put some alternative words in JFK’s mouth…

How do you feel now? Confused? Disengaged?

Sticky ideas use everyday language that anyone can understand and contain some kind of emotional content – this is the bit that drives us to care – its only when we care about something that we take action.

How could you simplify your pitch language and add in some emotion to encourage your clients to take action?

Think about what you are going to say and then take some time to think about how you are going to say it.