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The Power of Primacy and Recency

Years ago, I played music in an acoustic showcase run by an affable raconteur named John Brown. This showcase was a fantastic opportunity to accompany incredible musicians and learn valuable lessons about performance.

John Brown had a rich history in live music, including a stint with Mama Cass before she founded The Mamas and The Papas. His ebullient nature made him a natural storyteller, always sharing insights from his musical adventures. Many of these lessons have profoundly influenced my career as a keynote speaker.

One of the most valuable lessons I learned from John was how to structure a performance. He believed you should, “Open big, close bigger, and in the middle, try to be interesting.”

The Power of Primacy and Recency in Performances

John’s concepts of Primacy and Recency come from cognitive psychology, specifically the Serial Position Effect, which psychologist Hermann Ebbinghaus first identified in the late 19th century. These principles play a crucial role in how audiences remember and respond to both musical performances and keynote speeches.

Understanding the Primacy Effect

The Primacy Effect suggests that people are more likely to remember information presented at the beginning of an experience. In the context of performances and speeches, starting with a robust and engaging piece sets the tone for the entire show. A compelling introduction captures the audience’s attention and establishes credibility, ensuring listeners are engaged immediately.

Harnessing the Recency Effect

The Recency Effect indicates that people are more likely to remember the last part of an experience better than the middle. Ending a musical performance or speech with a memorable, impactful piece or a powerful conclusion ensures the audience leaves with a lasting impression. This is why encores are designed to be crowd-pleasers and why a strong closing is essential in speeches.

Strategic Use of Primacy and Recency for Maximum Impact

By strategically placing critical elements at the beginning and end of a performance or speech, you can effectively leverage the Primacy and Recency effects to maximize audience engagement and retention. While the middle content should still be strong, understanding these psychological principles allows you to plan your opening and closing for the most significant impact.

A Personal Example: The Power of Primacy and Recency in Action

Last week, I had the honor of co-emceeing the National Speakers Association‘s annual convention in Denver with my good friend, Jessica Pettitt. Jess is a brilliant DEI professional. Her vibrant personality is matched by her exuberant outfits, bright fuchsia hair, and extensive tattoos, making her an unforgettable presence on stage.

On the fourth day of the convention, Jess had to leave early for a full-fee gig in Vail, Colorado, leaving me as the sole emcee. Wanting to pay tribute to Jess and apply the lessons of Primacy and Recency that John Brown taught me, I made a bold statement. When I was introduced, I walked onto the stage wearing a somber gray suit set off by my fluorescent pink hair.

The audience’s reaction was immediate—roars of laughter and surprise filled the room for what felt like five minutes. My outrageous hair color is all anyone in the organization has talked to me about since that day, and my social media engagement has skyrocketed.

This experience is a testament to the power of Primacy and Recency in making a lasting impression. I’ll share the video with you as soon as I receive it, but in the meantime, let my pink hair be a reminder to take full advantage of these powerful principles.