Robert Zajonc (pronounced ZYE-unts) was an American social scientist who explored the interplay between feeling and thought—between emotion and cognition.

He was interested in determining which influenced the other more strongly.  On balance, he came down on the side of emotion.

He was best known for establishing what he called “the mere exposure” effect.  In this experiment, he showed subjects a series of random shapes in rapid succession—so rapid that they could not possibly tell if any were repeated.

When subjects were later asked which shapes they found most pleasing, they reliably chose the ones to which they had been exposed the most often, though they had no conscious awareness of the fact.

Familiarity, in other words, breeds a kind of affection, an established truth that has, ever since, encouraged advertisers to repeat themselves.

Speakers can do the same.  Find a phrase, an image, or a single word to weave throughout your talk. 

“I have a dream,” is such a phrase.  “Of the people, by the people, for the people,” is another.  And the current American President, Mr. Obama, has been repeating the word, “Responsibility,” perhaps to defuse the charge that he’s bailing out reckless banks and irresponsible people.

“Every word uttered strikes a note on the key board of the imagination,” said Ludwig Wittgenstein. 

Choose the words or phrases to repeat so that your audience will remember your message with affection.

Sims Wyeth is a speech coach in Montclair, NJ specializing in presentation skills and public speaking training in order to give accomplished people the knowledge and skill they need to become accomplished speakers. Learn more public speaking tips at www.SimsWyeth.com.

When bacon fries, it makes a crackling, bubbling, splashy sound and smells delicious.

When young women fry their voices, they make a grinding sound in the back of their throats, and regardless of how they smell, they are undermining their stature and impact by doing so. 

I am going to call the Center for Disease Control to announce that I have detected a dangerous new epidemic of The Vocal Fry. (Please see the bottom of this posting for a definition of Vocal Fry.)

It has mostly infected young women, and it makes them sound as if they’ve run out of air, and are generating their voices by grinding their vocal chords together.

It manifests itself mostly at the ends of sentences. To me, it makes them sound tense, cerebral, and unappealing. I do not want to listen to them speak about anything.

No doubt this is a failing on my part, but I am confessing now, in public, that The Vocal Fry is like fingernails on a blackboard to me.

I think it’s mostly educated young women, maybe even educated young women from a certain background that have developed this as a fashionable way to talk.

I am going to capture recordings of it and put them up here on the blog, or on my other blogs at www.simswyeth.com/blog or at executivespeechcoachny.com

The human voice must stand guard over the content of a spoken message, or the content will evaporate, no matter how precious it was in itself.

The Vocal Fry has to go.

Definition:The vocal fry register (also known as pulse register, laryngealisation, pulse phonation, creak, glottal fry, glottal rattle, glottal scrape or strohbass), is the lowest vocal register and is produced through a loose glottal closure which will permit air to bubble through slowly with a popping or rattling sound of a very low frequency.

What do you do when your product is losing share to a new competitor and it’s time to present the annual marketing plan?

Stay positive! Acknowledge the challenges and the implication, but do so in a matter of fact manner, and move quickly to your proposed solution.

Even if you have a snowball’s chance in hell of recovering your market share, put together a plan that could work if everything were to break in your favor.

And demonstrate commitment in your choice of words, your posture, and your tone of voice. Everyone knows it’s a bad situation before you begin, so you must demonstrate belief in the possibility–however small–of success.

We are not rewarded in business for dragging problems into the board room and dumping them on the table in front of senior people. We are rewarded for being crystal clear about the situation, and giving them the best option you and your team can devise.

You are the captain of your brand. There is no honor in leaving the ship while it sinks. Your job is to fight to the end. The brand may go down, but you will be remembered for your determination and optimism in the face of dire odds.