Be quotable. Make your point. It’s kind of like a tag line. Sum it up in eight words or less.
Sound bites have typically been associated with political speeches and the subsequent ‘confusion’ (allegedly) created by reporters who have irresponsibly taken things out of context.
A sound bite or quote is the short tight combination of words that hits your message home.
It’s the needle in the haystack.
How do you determine the nugget, the key point that you can pull out of the entire speech or article that is powerful, succinct, and telling?
I’m fluent in sound bites because of my experience in broadcast news and covering press conferences and political events. It requires a new way of listening.
Today, we depend on sound bites because of the dwindling attention span of our society. Too often, 140 characters are too many.
Below are five ways to recognize valuable snippets and sound bites so your communication pops:
Testimonials: Gather a few thank you cards or recommendation letters you’ve received from happy clients. Highlight one or two key phrases that resemble a movie advertisement. For example, when a new movie released, you’ll see these kinds of splashy nuggets: “Best Thriller of the Year!” or “An Amazing Voyage of Life!” Identify the words or phrases in your client’s note that reflect your brand and results.
Blog Posts: Have you participated in a webinar or read an intriguing article? Find the expert’s snippet or quote that can strike a chord with your audience. Open your post with this powerful quote and build out your topic.
Slide Decks: Have you been repurposing old but still relevant content to include visuals? Pull a couple of gems and quotes from well-respected thought leaders and include them in your slides. The words should be bold and punchy.
Research: Many communicators are moving away from lengthy white papers and case studies. Learn how to capture key results from research so it’s easy for your audience (or boss) to process. Simplifying material isn’t about ‘dumbing down.’ You can quickly add a hyperlink to the full content for those wishing to access more details. Remember that infographics are appealing and easy to grasp because they are sprinkled with sound bites.
New Developments: Many speeches delivered by thought leaders and politicians contain more than just the key points that support the title. Trained journalists will tell you there are often tidy little references or hints of something to come. Pay close attention, not only to the main points of a speech or article, but for a hint that may be dropped about a new trend or industry development. By pinpointing this buried treasure, you’ll have a new nugget or sound bite to fuel fresh content.
Clearly, there is value in communicating in sound bites.