I am writing this after a scrumptious dinner in a town in the north of our state called Townsville. I am looking out over moon-sparkled water and the dark mass of almost-tropical islands close off-shore …
… a holiday-inspired article which nevertheless applies to all of us who speak and to those of us, also, who work on branding our businesses.
And I was inspired, today as we wandered down the main street of the town full of historical buildings and more modern businesses.
There it was. This sandwich board.
It caught my eye and then my imagination.
I had to go back and look again.
And what made it do that?
There are three reasons and they are all techniques we can use in our speaking and our branding to have people caught, intrigued and going back for another look (or listen).
1. She used Alliteration
All those Ps!
It’s a beautiful rhetorical and literary device, alliteration, and it creates an effect called foregrounding
It creates a little hitch in the flow of attention, a little distraction. People might not even be aware that you used it, but they will be drawn to the words and their meaning. with a slight sense of intrigue.
If we count Pre-Push as one word, there is also anther device called the Rule of Three operating here. Create a list of three or a group of three and we have the same effect – that slight sense of interruption and something special.
2. She used Humour
(I’m using the word “she” because I met the owner of the establishment as I was taking a photo. She had a beautiful smile and very graciously and humbly accepted my exclamations about her marketing and my explanation that I wanted to use her work to share with you.)
I have never seen “Pre-push” used before.
And even if you have, you have to admit it has flair.
It is a classic humour device – using the unexpected.
It made me smile and if we can make our audiences smile, we have them a little more open to feeling that we are likeable, that they can trust and believe our message.
3. She used an image
It’s a subtle reinforcement, this image, of just what is meant by “Pre-push”, and has a strong sense of the feminine, aimed, no doubt, at the target client, or perhaps her significant others.
We use images, too, to support our points when we speak. We don’t need them to be distracting from our message, nor do we want them to be offensive.
(… and yes I have blocked out one of the words in the promotion in case you were offended or distracted by it!!)
So if you are in Townsville. Queensland, Australia and in need of some pampering, pre-push, I recommend you check out Bellanova.
And if you are in front of an audience, either presenting or online, I recommend you check out the lessons from her sandwich board, They are simple, subtle and powerful!!