1. Use Language That Makes Your
Messages Memorable.
Outline
1. Vivid words and sentences.
2. Clarifying general statements
3. Emphasis
4. Make your messages more memorable
in storytelling and marketing.
5. 4C method

2. 1.Vivid words and sentences
• listeners cannot simply re-read what you have
said.
effective verbal messages use vivid wording
and appropriate emphasis to help listeners
understand and remember the message

3. • Vivid wording is full of life, vigorous, bright,
and intense.
“De Gea leaped into the air with double coverage, made a
“De Gea made a great save”
spectacular one-handed save, and landed somehow with both
feet planted firmly in the end zone”

4. • Vividness can be achieved quickly through
using similes and metaphors.
• A simile is a direct comparison of dissimilar
things and is usually expressed with the words
like or as.
HeHe eating. pig.duck.
He eats like a a
He’s walks.
walks like

5. • A metaphor is a comparison that establishes a
figurative identity between objects being
compared. Instead of saying that one thing is
like another, a metaphor says that one thing is
another.
lemon Road hog

6. • Finally, although your goal is to be vivid, be
sure to use words that are understood by all
your listeners.
• When you have a choice between a common
vivid word or image and one that is more
obscure, choose the more common.

7. Clarifying general statements
Presenter: Minh Dang

8. Skill building
• To make a sentence more specific: make
general and abstract words more concrete and
precise, and add more details if possible

9. Some examples for practicing
• My neighbor has a lot of animals that she
keeps in her yard.
• My next-door neighbor, Sandy, has three small
mixed breed dogs and five German Shepards
that she keeps in dog-runs in her back yard

10. • When I was a little girl, we lived in a big house
in the Midwest.
• When I was four years old, my family lived in a
five-bedroom Victorian house in Chicago,
Illinois

11. • My husband works for a large newspaper.
• My husband, Raul, is the sports editor for the
Guardian.

12. • She got up late and had to rush to get to
school. But she was late anyway.
• Janet overslept by half an hour, so she didn’t
get to take a shower or eat breakfast, and she
had to park in the outer lot and take the
shuttle bus into campus. But she was still an
hour late for her chemistry class

13. • She got up late and had to rush to get to
school. But she was late anyway.
• Janet overslept by half an hour, so she didn’t
get to take a shower or eat breakfast, and she
had to park in the outer lot and take the
shuttle bus into campus. But she was still an
hour late for her chemistry class

14. • Where’d you find that thing?
• Where'd you buy the necklace you're
wearing?

15. • I really liked going to that concert. The music
was great.
• I was so excited to be at the Pearl Jam
concert! Our seats were great—we could see
the whole stage. And they played all of my
favorite songs

16. • I really respect her.
• I really respect Alice. Last week she had an
opportunity to retake a test she had flunked,
and even though she was jammed up with
other works, she studied for over six hours
everyday and got an A

17. • My boyfriend looks like a
hippie.
• My boyfriend, Ray, has
hair that hangs to his
shoulders, and he has a
tattoo of a heart with my
name in it on his left
forearm. What a hippie-
like guy!

18. • She was wearing a very trendy outfit.
• Nola was wearing a long aqua chiffon scarf
tied in her hair and a short-sleeved cherry-red
cropped T-shirt that exposed her navel

19. • We need to have more freedom to choose our
courses.
• Senior biology majors should be able to
choose courses without getting the signature
of their advisors

20. Use Language That Makes Your Messages
Memorable
Emphasis
Presenter NGỌC CẨM

21. Emphasis
• What to emphasize?
• How to emphasize?

22. What to emphasize?
Emphasis is the importance you give to certain
words or ideas.

23. How to emphasize?
Proportion of time
Repetition
Transitions

24. Proportion of time
• more time  more important
• quickly mentioned  less important

25. Repetition
• Saying important words or ideas more than once
• Two ways of repetition:
1) Repeat the exact words
E.g. The language of the resulting translation or
interpretation is called target language-target language.
2) Restate the idea using different words
E.g “The test will contain about four essay questions;
that is, all the questions on the test will be the kind that
require you to discuss material in some detail.”

26. Transitions
• Using words or phrases that show the relationship
between your ideas.
• E.g
Clarification: in fact, for example, that is to say,…
Summary: therefore, so, finally, on the whole,…
Contrast: but, however, on the other hand,…
Illustration: to demonstrate, to illustrate, as an
illustration,…

27. Make your messages more
memorable in storytelling
and marketing

28. Storytelling
• Inspiring people to do their best
• Establishing a common language
• Creating community
• Making people stop and think
• Learning from mistakes of
others

29. Developing your story
• Defining your purpose
• Knowing your audience
• Finding story ideas
• Developing conflict and resolution

30. Storytelling success
• Be who you are, do not need to be an actor
and have a great voice
• Understand that the best stories relate to
many people in the audience; have an
element of surprise or humor
• Allow yourself to be natural; put yourself into
the story; learn your own strong points

31. Marketing message
• Keep it Short: when someone asks what you
do, you must get that person’s attention
quickly (< 10 sec.)
• Use Simple Language: If you help people
understand what you do in very simple terms,
then they can express their need for your
product or service.

32. • Make it Memorable: make your statement
easy for people to remember and repeat
• Make Them Think: cause people to ask
themselves whether they have a need for your
product or service.

33. How to Make Your
Messages Memorable
4Cs Model
Comprehension Connection Credibility Contagiousness

34. THE 4CS
MODEL
managers
easy to
understand
coworkers
clients
simple
to apply
customers

35. THE FIRST C: COMPREHENSION
THE SECOND C: CONNECTION
THE 4Cs
MODEL
THE THIRD C: CREDIBILITY
THE FOURTH C: CONTAGIOUSNESS

36. The First C: Comprehension
REPETITION
CLEAR AND SHARP KEEP IT SIMPLE
HELPS

37. The Second C: Connection
excitement
meaning anger
Emotional Level
passion
significance
sadness

38. The Third C: Credibility
WHO is
talking? HOW it is
WHAT i being said
s being
said?

39. The Fourth C: Contagiousness
ENERGETIC DIFFERENT
CONTAGIOUSNESS
NEW MEMORABLE

40. Thank you for listening
• Group 5 :
• Minh Sang
• Minh Đăng
• Hữu Lộc
• Ngân Giang
• Tố Ngân
• Ngọc Cẩm.