One strategy to building an effective message is to focus on the overall “theme” or “approach”. Then, make a list of NOUNS, a list of VERBS, and a list of ADJECTIVES that relate to that overall theme. The nouns support the facts, the verbs drive the action and the adjectives create the emotional intensity.

For example, suppose the overall theme revolves around the concept of “community”. The goal is to create  a common thread around related words. Nouns, such as: crowd, society, neighborhood, family, gathering, etc. would be useful terms when delivering facts or information. Verbs, such as: classify, collect, join, assemble, etc. would be chosen to show direction or strategy. Adjectives, such as: helpful, sociable, synergetic, similar, etc. would stimulate the emotional connection to the theme of community.

Even the various forms of one particular word can be played. If the noun “relationship” is used as a fact in the presentation, find a place for its action, such as the verb “relate”; and, try to make an emotional connection by using the adjective “relational”, as well. Each time you use words that support the overall theme, you create additional opportunities for your audience to retain the core of your message for a longer period.