“I didn’t have time to write a short letter, so I wrote a long one instead.”
–Mark Twain
Ever notice how some people can capture an entire idea in one crisp, unforgettable sentence, while others need three paragraphs just to say hello?
When it comes to media, short really is sweet. Whether you’re on a podcast, in a Zoom interview, writing a pitch letter, or in front of a reporter’s audio device, you have only seconds to make your message land.
And those seconds matter.
Think of your soundbite as your quotable gem. Something clear and instantly useful to journalists, hosts, and audiences alike. It takes time to create them but oh can they be powerful when it comes to speaking your message.
I’ve got a short soundbite formula I’ve shared with my clients over the years that seems to really help, and I’d like to share it with you today.
Step #1: Lead with the “aha.”
What’s the single idea you want the listeners to get? What is the truth that makes them nod and lean in? Start there. Skip the warmup and go right for the climax.
Step #2: Anchor it in something real.
Tell a short story, share a quick visual, or a simple metaphor that makes your point tangible. Make sure it’s something others can relate to. Help people to understand where you are going.
Step #3: Finish with feeling.
This one can be tricky for some people. You always want to add a spark of emotion or surprise. A great soundbite makes people feel something, whether that’s delight, wonder, recognition, surprise, shock, whatever. And that’s why others repeat it. They’re memorable.
I still remember listening to a podcast about five years ago when the host interviewed a relationship expert. She explained all the dynamics of love, including attachment styles, communication patterns, the whole thing, and then she wrapped it up with this:
“When it comes to relationships, perfection equals pure fiction.”
That is a soundbite. Short. Simple. True. Memorable.
Now, you don’t want an entire interview to be made of soundbites. That would defeat the purpose and would drive listeners a bit crazy. Soundbites are meant to be that special spice in the stew, the sizzle on the steak, the sparkle that catches attention. When you sprinkle them in at just the right moments, you add rhythm, warmth, and memorability to your message. Your message becomes “sticky.”
One more example:
Many people underestimate how the subconscious mind influences decision-making processes.
Or…
You think you’re making choices, but half your brain made them ten seconds ago.
Notice the difference? The first one is fine. It’s factual. The second one makes you lean in.
Bottom line
When you can state your message in 15 seconds, you radiate clarity, confidence, and command. Reporters and hosts love it. Audiences remember it, and you’ll feel good about it.
To your success!
Joanne
P.S. Say It Right by Nelly Furtado because sometimes, saying it right is all it takes.
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