We all know people who drone on and on about the same stuff all the time.

This is a problem if you don’t agree with it the first time, but if the utterances are of value, there is much sense in repeating them at opportune times. When our brains hear something over and over again, a neural groove in our memory is created and deepened. If someone is always repeating rubbish, our dislike to anything that they say in the future will strengthen. However, if someone repeats the good stuff, over and over again, that particular groove will become like a drug – we won’t be able to get enough of it.

I suppose that this is a big part of what makes a great leader likeable. They back up their words with actions, and we, therefore, believe in what they say. When they repeat themselves over and over again, these phrases act as a soothing medicine to our brains – we associate them with good feelings and good results. When they repeat those common catchphrases, it is like a shot of “feel good hormone” in our brains.

I am sure that you know the sorts of phrases that I am talking about.

We have all had great bosses in the past who wheel out certain clichés in meetings, presentations, and various events. We know their repertoire so well that we could almost play “catchphrase bingo”, but somehow the phrases are incredibly comforting. They are part of what makes our leader great, they are expected, and they give us confidence in the consistency of our leader.

Doing (and saying) what it says on the tin counts for a lot in our disruptive times.

Of course, there is a lot to say for originality in leadership, and I’m not suggesting that these phrases should sit at the core of their message. Any message needs to be sincere. I believe that when our brains recognise one of those familiar phrases, we smile inside and prick up our ideas for what is coming next. A leader that has control of these anchor phrases can lead his or her audience in a far more effective way than someone who does not have a way of attracting their audience’s attention. No matter how much you want to listen to someone, sometimes your brain needs a kick and these well-known phrases are a great way to get it to pay attention.

Leading a team is about creating a common bond, something that everyone can experience and that everyone feels (roughly) the same way about. When you see a room of smiling faces after one of your trademark remarks, you know that the room is with you.

The power of repetition is amazing (only if you are repeating the good stuff of course).

If I had the time, I would watch every speech from every great speaker, and I reckon that repetition would play a huge part in their craft. If we are aware and deliberate about the way that we speak to people, we too can harness this powerful tool.

Try it and see how people respond to you.