Didja Hear moments transcend ordinary content. When a segment becomes the topic of conversation over coffee, during breaks at work, and when hanging out with friends, your show becomes a part of the conversation. Perhaps you’ve heard it referred to as”water cooler talk,” back when there actually were water coolers. It’s hard work to cause listeners to voluntarily and enthusiastically insert your show into their lives, but it should be a goal each day. One way to do it is with a repeatable phrase.
Marketing guru Seth Godin describes it as a Purple Cow. He says:
It’s better to stand out and be different than simply being good.
A repeatable phrase becomes an earworm that makes it easier to remember and repeat, and it’s a highly effective method to be more memorable.
Example: Creating Didja Hear Moments With. Repeatable Phrase
In this segment, 94.5 Virgin-FM/Vancouver’s morning team of Jonny, Holly, and Nira crafted the term “Eyeball Sex” and developed it into a memorable, repeatable phrase.
The more the show uses the phrase, the funnier (and stickier) it becomes. The story gains momentum. It’s like the punchline of a joke that takes on a life of its own.
By providing a catchy phrase, the segment is more memorable than a break about “flirting by making eye contact.”
