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Sales Skills / Tell Stories That Sell / Lesson 21
LESSON 21 · TELL STORIES THAT SELL

The Message Test: Can They Repeat It?

Practical ways to run the message test, checking whether people can repeat what you said.

If they cannot repeat it, they will not remember it. Test your message.

10 tipsEasy things to say7-day plan
Start with tip 1
Jump to the 7-day plan

10 tips that really help

These ideas come from Building a StoryBrand (Donald Miller), Pitch Anything (Oren Klaff), Made to Stick (Chip Heath and Dan Heath), and everyday practice. The first six help the most. Pick one and try it today.

Photo for the tip: If they cannot repeat it, it will not spread
TIP 1

If they cannot repeat it, it will not spread

A message that people can retell in their own words travels further than a clever one.

TRY THIS
Test it on a friend.
Photo for the tip: Ask them to say it back
TIP 2

Ask them to say it back

After your pitch, ask what they would tell a colleague about what you do.

TRY THIS
Try it at your next meeting.
Photo for the tip: Listen to their version
TIP 3

Listen to their version

The words they use show what truly stuck and what was lost along the way.

TRY THIS
Write down their phrase.
Photo for the tip: Reduce to one core idea
TIP 4

Reduce to one core idea

Messages with too many points get forgotten, so choose the single most important one.

TRY THIS
Cross out extras.
Photo for the tip: Create a memorable phrase
TIP 5

Create a memorable phrase

A short image or rhythm, such as fewer clicks, more customers, helps people remember.

TRY THIS
Craft three options.
Photo for the tip: Repeat key words consistently
TIP 6

Repeat key words consistently

Using the same terms everywhere builds recognition faster than changing wording each time.

TRY THIS
Choose your core words.
Photo for the tip: Test with three different people
TIP 7

Test with three different people

Different listeners reveal different gaps, so check clarity with more than one person.

TRY THIS
Ask a customer, a friend and a colleague.
Photo for the tip: Simplify further when versions drift
TIP 8

Simplify further when versions drift

If listeners repeat something different from your intention, tighten the message.

TRY THIS
Edit and test again.
Photo for the tip: Keep it visible
TIP 9

Keep it visible

Writing the message on a card near your desk helps you use it consistently.

TRY THIS
Pin it up today.
Photo for the tip: Make sure the team tells the same story
TIP 10

Make sure the team tells the same story

When everyone says the same thing, customers hear it more often and trust it more.

TRY THIS
Practise it together.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

ASK

“Could you tell me in your own words what I do?”

LISTEN

“(Note what they remember.)”

FIX

“I will make that clearer.”

THANKS

“Thank you, that helps.”

REPEAT

“So you would say it like this.”

CHECK

“Is that right?”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
Say your message to a friend
DAY 2
Ask them to repeat it
DAY 3
Note what they missed
DAY 4
Simplify
DAY 5
Test again with someone new
DAY 6
Keep the winner
DAY 7
Use it

Further reading

  • Building a StoryBrand (Donald Miller)
  • Pitch Anything (Oren Klaff)
  • Made to Stick (Chip Heath and Dan Heath)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

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These lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.

More lessons in “Tell Stories That Sell”

Keep going. Small steps every day make a big change.

← Previous: Use Simple Words and Short SentencesNext: Open With a Hook →

  1. Why Stories Beat Statistics
  2. The Simple Story Shape: Problem, Struggle, Win
  3. Make the Customer the Hero
  4. Find Stories in Your Everyday Work
  5. Keep It Short, Keep It Real
  6. Add One Vivid Detail
  7. End Every Story With a Point
  8. Collect Stories While They Are Fresh
  9. The Before, During and After Story
  10. Use Real Numbers Honestly
  11. Tell a Story Like Your Customer Would
  12. Match the Story to the Buyer
  13. Case Studies People Actually Read
  14. Ask for Testimonials Without Awkwardness
  15. Your Ten-Second Introduction
  16. The One-Sentence Pitch
  17. Cut the Jargon
  18. Lead With the Problem You Solve
  19. Make the Benefit Obvious
  20. Use Simple Words and Short Sentences
  21. The Message Test: Can They Repeat It?
  22. Open With a Hook
  23. The Three-Point Presentation
  24. Slides That Support, Not Distract
  25. Demo the Result, Not the Features
  26. Use Pauses Like a Pro
  27. Handle Questions Mid-Presentation
  28. Close Your Presentation Strongly
  29. Hold the Room Without Shouting
  30. Use Your Hands and Eyes
  31. Control Your Pace Under Pressure
  32. Recover From a Slip
  33. Pitch to One Person or Twenty
  34. Pitch Over Video With Energy
  35. A One-Page Proposal That Wins
  36. Open With Their Problem, Not Your Company
  37. Show Options: Good, Better, Best
  38. Make Pricing Easy to Understand
  39. Add a Clear Next Step
  40. Proofread Like a Professional
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