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1. Craft a rally cry. Your rally cry will be a small, repeatable phrase that can become the slogan for promoting your product, idea or business.
2. Fine tune all messages. Edit, revise and hone every word so they’re as focused and punchy as possible. Picture each person you speak to as a little radio tower empowered to broadcast your key concepts. “Some average-looking people have 50,000 followers in their social networks,” says Duarte. “When one sound bite is sent to their followers, it can get re-sent hundreds of thousands of times.”
3. Coordinate key phrases with the same language in your press materials. For maximum impact, repeat critical messages verbatim whenever you can. ”Doing so ensures that people will pick up the right sound bites,” says Duarte. Treat each presentation as if a TV camera crew were there looking for a 15 to 30-second clip to use on the nightly news.
4. Use catchy words. Take time to carefully craft a few messages with catchy words. “For example, Neil Armstrong used the six hours and forty minutes between his moon landing and first step to craft his historic statement,” says Duarte. Memorable messages don’t often happen by accident. Most are mindfully planned.
5. Imitate a famous phrase. “Everyone knows the Golden Rule,” says Duarte. “Well, an imitation of that famous phrase might be ‘Never give a presentation you wouldn’t want to sit through yourself.’”

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