Think Fast Talk Smart: Communication Techniques

191. Memorable Messages: Choose Words That Capture Attention and Stay Remembered

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Mar 18, 2025

Ada Aka, an assistant professor of marketing at Stanford Graduate School of Business, explores the science behind memorable communication. She reveals how word choice can significantly impact memory and perception, highlighting that certain words have more staying power than others. Aka discusses the art of crafting catchy slogans and how emotional language can enhance audience engagement. She provides practical tips on using framing and storytelling to create lasting impressions, making her insights invaluable for anyone seeking to communicate effectively.

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INSIGHT

Words and Memory

Words shape not only how we perceive the world but also how we remember it.
Carefully chosen words capture attention and influence future decisions.

INSIGHT

Memorable Word Types

Concrete, emotional words are more memorable, as are words used in diverse contexts.
Words related to death, religion, and social processes also have staying power.

ADVICE

Informal Language

Use informal language to make messages memorable.
Words like "oops" can recapture attention and enhance memory.

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How to craft communication that your audience will remember.

Why do some messages stick, while others go in one ear and out the other? When it comes to crafting memorable communication, Ada Aka says not all verbiage is created equal.

“Certain words are intrinsically more memorable than others,” says Aka, an assistant professor of marketing at Stanford Graduate School of Business. In her research of consumer behavior and decision-making, she’s uncovered how language shapes not just our perception of the world, “but how the world stays with us over time." From concrete terms to emotionally charged ones, certain words have more staying power than others, and to communicators who want to capture audiences (and keep them), she says, “Carefully chosen words, they're going to be taking the attention.”

In this episode of Think Fast, Talk Smart, Aka joins Matt Abrahams to explore the science of memorable communication. From creating brand slogans that stick to choosing words that align with your message, she reveals how to create communication that won't be forgotten.

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Chapters:

(00:00) - Introduction
(02:05) - The Power of Words in Memory
(03:45) - What Makes Words Memorable?
(06:04) - Informal and Conversational Language
(07:38) - AI & Memory
(09:34) - Memorable Slogans
(11:26) - Predicting Memorability: Why We Get It Wrong
(13:15) - Framing in Communication
(15:24) - Creating Meaningful Interactions
(17:34) - The Final Three Questions
(22:55) - Conclusion

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