Sir Bruce Forsyth, the extraordinary entertainer, has many sparkling catchphrases.
I find a motivational one is "What do points make? Points make prizes!"
Of course they do, and those politicians who remember such a cue and spell out their plans in pithy language are the ones people tend to remember most. (So long as they don't over-do it).
A lot of journalists, media personalities, ad-man and comperes use snappy words which draw up a visual image, conveying a message and entertaining at the same time.
It is an art which people in public life ought to master - before they can charm their audiences.
A little time spent rehearsing brings ample rewards.