What makes “A diamond is forever” one of the most recognizable taglines of all time? Why do phrases like “The early bird gets the worm” or “Haste makes waste” stick in our minds for generations?
The answer lies in their proverb-like quality – a powerful message design technique you can use to make your ideas unforgettable.
Why Proverbs Stick
Proverbs serve as mental shortcuts. They efficiently package wisdom or guidance in a way that’s immediately useful and remarkably memorable. This isn’t accidental – it’s by design.
As my friend and fellow storyteller Ron Ploof explains in his book “The Proverb Effect,” these sticky phrases share specific qualities:
- They’re concise – typically under 129 characters with a median of just 7 words
- They follow the “Benefit Rule” – focusing on what the audience gains, not what the speaker wants
- They use second person, present tense – speaking directly to “you” about the here and now
Building Buy-In Through Proverbs
In my message design work, I’ve found that incorporating proverb-like statements into your Core Case is particularly powerful. These statements become the bedrock beliefs that support your message – principles your audience already accepts as true.
Consider how these examples follow the proverb pattern:
- “Make the invisible, visible” (4 words, 27 characters)
- “The greatest risk comes from the unknown” (7 words, 40 characters)
- “Leadership is learned” (3 words, 21 characters)
Each statement feels like something you’ve always known to be true, even if you’re hearing it for the first time. That’s the magic of message design that connects with existing beliefs.
Applying This to Your Message Foundation
When crafting your message, identify the key principles that support your idea. Then, distill them into proverb-like statements by:
- Keeping them under 140 characters (ideally much shorter)
- Focusing on the benefit to your audience
- Using present tense and direct address where possible
This technique is particularly effective for what I now call your “Bedrock Beliefs” – the underlying principles that make your case feel inherently right to your audience.
Start Collecting Proverbs
Even if you’re not actively creating content right now, begin noticing proverb-like statements in what you read, watch, and listen to. You’ll soon discover they’re everywhere, especially in the most persuasive messages.
By incorporating this technique into your message design, you’ll create ideas that don’t just communicate – they stick. And that’s how you say what they can’t unhear.