There's a sign in Big Sky Bread Company in Portland, Maine. The sign says:
"PLEASE PRACTICE PANINI PATIENCE. Our grilled sandwiches require slightly longer to prepare... We greatly appreciate your understanding."
The message could have been delivered reasonably enough by the second sentence. So why include the first?
Practice Panini Patience.
"Panini Patience" consists of just two words that are not used together very often, because they mean two very different things. So when they are put together, it's counterintuitive. And as Daniel Pink says in this article, a counterintuitive phrase gets attention, and stands out. That which gets attention and stands out, gets remembered and gets repeated.
"Panini Patience" uses a the power of aliteration. Using these "P" words together creates a melodic sound that people like repeating and hearing. And because it's repeatable, your message gets more mileage. Think of it as free advertising.
It gives the brand 'meaning.'
Patience is a positive virtue. Patient people are respected. By associating the virtue of patience with their product, every time someone says "Panini Patience," the credibility of the brand is reinforced.
So here's the point:
If you need to communicate something to your customers, take a cue from Big Sky Bread Company. Make it more than just a message - make it a verbal vehicle that people will want to repeat, enjoy hearing, and reinforce your brand every time.