Brief Summary
Yaser challenges the audience to consider whether they are truly memorable when they speak. He introduces the acronym "SHARE" as a tool to enhance memorability, detailing five key elements: Stand Out, Highlight What's Important, Address Them, Be Repeatable, and Evoke Emotion. The talk emphasizes that being memorable is crucial for being valuable, as people cannot act on what they forget.
- SHARE Acronym: Stand Out, Highlight What's Important, Address Them, Be Repeatable, and Evoke Emotion.
- Memorability: Being memorable is essential for being valuable.
- Impactful Communication: Focus on what the audience remembers, not just what you say.
Introduction: The Importance of Being Memorable
Yaser opens by questioning whether people are memorable when they speak and why it matters. He recounts an experience early in his career as a public speaking coach where he presented 17 methods to overcome public speaking anxiety. Despite delivering the presentation, he realized its ineffectiveness when someone who attended couldn't recall any techniques and panicked when speaking afterward. This incident taught him a crucial lesson: it's not what you say, but what people remember. He emphasizes that being memorable is essential for being valuable, as people cannot act on what they forget.
Stand Out: Being Different to Be Remembered
The first element of "SHARE" is to stand out. Yaser explains that in everyday conversations, people often hear the same questions and topics, leading to responses that blend in and are easily forgotten. To illustrate this, he shares a story about checking into a hotel where his mundane response to the receptionist's greeting was forgettable, unlike the person behind him who responded with enthusiasm and sparked a memorable conversation. He encourages the audience to find ways to say things differently to make a lasting impression.
Highlight What's Important: Guiding Your Audience
The second element is to highlight what's important. Yaser points out how often people share information without guiding their audience on what to remember, resulting in the message being lost. He recalls an experience where an executive criticized his presentation for lacking focus, comparing it to giving someone gift wrap without the actual gift. He advises speakers to explicitly state what is important, guiding the audience's attention and ensuring they remember the key takeaways.
Address Them: Making It Personal
The third element is to address the audience directly. Yaser explains that people are more likely to remember information that is relevant to them. He shares an anecdote about a friend at a networking event who captivated people by using the phrase, "You know what I noticed about you?" This approach piqued their curiosity and made them feel personally acknowledged. He encourages the audience to use the word "you" and make their message relevant to their listeners, increasing engagement and memorability.
Be Repeatable: Crafting Shareable Content
The fourth element is to be repeatable. Yaser emphasizes the importance of making your message easy to remember and share. He recounts his time as a recruiter, where one candidate, Sam, stood out because he provided a memorable story about why he wanted the job. This story was easily repeated to the hiring manager, leading to Sam's success. He advises using stories, phrases, analogies, and metaphors to make your message repeatable and more likely to be remembered and shared.
Emotion: Connecting Through Feeling
The fifth and final element is emotion. Yaser stresses that if people feel something, they are more likely to believe and remember it. He shares a painful childhood memory of being mocked for his teeth, illustrating how a single, emotionally charged sentence can have a lasting impact. Conversely, he recounts how a compliment from a grocery store cashier about his voice changed his life. He urges speakers to inspire, motivate, and evoke emotion in their audience, as emotional connection enhances memorability and belief.
Conclusion: The Power of Memorable Communication
Yaser concludes by reiterating the transformative power of memorable communication. He envisions a world where people remember what you say in presentations, job interviews, and everyday conversations. He emphasizes that being valuable requires being memorable, as people cannot act on what they forget. He leaves the audience with the key message: it's not what you say, but what they remember, urging them to use the "SHARE" acronym to make a lasting impact.
