It is hot hot hot here in Northern Virginia these days! When I get up in the morning I dread hearing it's going to be "sticky." Ugh! It's not so bad if I have scheduled a "writing day" indoors, but if I am out metroing to client sites, "sticky" just about does me in.

But "stickiness" can be a positive thing: in verbal communication it is something we strive for--making your message stick. Studies show audience members recall on average less than a quarter of what they hear at any speech, meeting, conference call, etc. With those odds, all of us who speak need to do everything we can to ensure our message is memorable.

I know, I know, everyone says this. But just how do you go about writing a speech, or even crafting talking points, that will stick? Many of us take shortcuts here, believing whatever we say has great value. Because we all overestimate the universal value of our insights, our thoughts and musings. And so we forget to put ourselves in anyone else's shoes and ask--what's in it for them?

There are many resources online to aid in your creation of sticky content, and many consultants like me who would be happy to help! But I'll give you two big tips now. The first thing you absolutely need to do is ask yourself: how can I relate to my audience/listeners? For this you need to do some research and find out who your audience is, and why you are speaking to them about this specific topic at this particular time. Then decide on stories you can share, and vivid, concrete examples you can give that will capture their imaginations and put them in the room with you. Establish that connection right off the bat, and they are more likely to stay aboard your train of thought.

Once you've hooked them this way, make sure you don't lose them: write for the ear, not the eye. Short sentences with active verbs. No jargon. Cut those dependent clauses and make sure your pronouns have antecedents. Be clear, above all.

If you can master these two elements of messaging, you may find yourself in a sticky situation. But a good sticky: like honey, not humidity!