60 Second Speech – The Memory Hook!

Use the senses: see it, hear it, feel it!

• Come fly away with me
  • Travel Agent.

Evokes the sense of humor, many memory hooks are funny

• We check your shorts
  • an Electrician
• Be true to your teeth or they will be false to you
  • a Dentist

Bob Howe uses this:

• Know Howe to get your next loan
  • Mortgage Lender

Verse: If you can use your name in the rhyme, even better
When cops are in the foyer call your lawyer

Parody:
When you’re in a commotion, who ya gonna call? Law in Motion.

Borrowed from a famous WWII general – Old bankers never die, they just lose interest

Double Reverse:

• A business without a sign is a sign of no business
  • Sign Company
• If your hair is not becoming to you, then you should be coming to me
  • Hairdresser

Many memory hooks use a combination of techniques.

• The best memory hook can be used in many contexts:
• Word of mouth setting
• On your business card, letterhead, calendars, giveaway pens
• Print and even broadcast ads

Whether it’s mass advertising or face to face, you want people to think of you and you alone, when they hear, see or remember your memory hook.

Excerpted from 7 Second Marketing, by Ivan Misner, founder of BNI.

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