How to Get People to Take Note

While some politicians may not be authentic communicators, most are masters in how to grab audiences’ attention. These politicians understand the importance of “flagging phrases.”

When Richard Nixon said, “Let me make myself perfectly clear,” we stopped and listened, and when George Bush told us, “Read my lips,” we hung on every word. These phrases are what public relations professionals call “flagging phrases,” and they have the same effect as tapping a spoon to a glass at a banquet; everyone stops and tunes into what the speaker has to say.

Research shows we need only 15 percent of our brain to process language, leaving the remaining 85 percent to compile “to do” lists, plan the weekend, and daydream about sex. Powerful communicators know flagging phrases break through the clutter and increase readers’ mind share.

One of the most effective ways to flag audiences’ attention is to use numbers. When we say, “There are “x” points to remember” readers become alert and ready to record each point.

By encouraging readers to tune into WIIFT — or station “What’s In It For Them” – we can also flag their attention. Common WIIFT phrases include:

• “What this means to you….”

• “That’s an important point because….”

• “You may be interested to know….”

Still another flagging phrase is to end a speech by saying, “In summary” or “In conclusion.” Readers will tune back into the speaker when he or she recaps the important points at the end of a talk.

There are many other flagging phrases. Some of my favorites are:

• “Please don’t forget….”

• “The best part about….”

• “The key is….”

• “The fact is….”

• “The most important thing is….”

• “I think the bottom line is….”

In conclusion, powerful communicators use flagging phrases to grab audiences’ attention. Try adding several of these phrases to your communications tool box.




By Randy Siegel