Public speaking is the art of diluting a two-minute idea with a two-hour vocabulary. Evan Esar

It is fascinating when preparing a presentation we often ignore the reality that 55% of the communication will be our Body Language, 38% is the tone of our voice, and only 7% is actual content! In spite of this we write and prepare our message as though it will be engraved in stone. We are consumed by using the right words, in their right sequence and in overwhelming the audience with facts and figures and immutable logic.

The stark reality of public speaking is the audience will probably remember little of what you say and their retention of your message or key points will diminish significantly within hours if not minutes of your conclusion.

Professional speakers use the mantra 10-10-Repeat as a guide in preparing a speech. Based on solid research and testing it states that an audience member is most likely to remember the first 10 seconds and the last 10 seconds of what you say, and anything you repeat.

In practice this means starting from your first sentence with something that is critical to the audience, and something you would like to be remembered. Even then it is important to deliver value, to be provocative, to startle the audience, to get their attention, and to make the best use of this one-time opportunity.

It is the same in closing. The entire focus of the speech should be captured in a memorable, vivid and powerful closing statement. These 10 seconds should be used to deliver on your stated Purpose of your Presentation.  They should deliver your Irresistible Offer, around which you crafted and carefully researched your presentation.

Finally, by repeating and integrating a key statement, mantra or theme, as many times as practicable into the presentation, these words, idea or images have the best chance of creating an indelible impression.

In preparing a speech or presentation, keep it simple, and remember 10-10-Repeat.