Just finished reading a pretty cool book this past weekend; “The Micro-Script Rules: It’s not what people hear. It’s what they repeat…” by Bill Schley.
The term “Micro-Script” is rather more appealing than “catchy-catch-phrase” but it’s essentially a different breed of the same animal (though it could be argued that by comparison the catch-phrase is a housecat where the micro-script is wildcat.)
There are guidelines to be followed in the construction of effective micro-scripts and author Bill Schley does a very good job of breaking down the individual elements. More importantly, he stresses the need for a Dominant Selling Idea before even attempting the creation of such a script. The DSI component is sorely lacking in most advertising and marketing campaigns, and the way Schley drives the importance of this specific element tells me that he know’s what he’s talking about.
The author deconstructs successful micro-scripts that most readers will be familiar with, and then uses those examples to walk the reader through the successful creation of their own micro-scripts. I personally found the Four Big Rules from chapter 1 and the Create Your Own formula in chapter 7 to be of the greatest value to me.
I definitely recommend this book to anyone looking to increase their ability to succinctly share ideas and concepts with an audience of any size