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We are going to take a deep dive into one of the biggest challenges communicators have today with Tara. And that’s going to be how to create sound bites or small snippets of copy and content and quotable moments.
The irony we all know of short content is that it’s actually harder to create, it actually takes longer to create something concise, and to the point and memorable. But that’s why we will share this five step process with you. It’s repeatable, flexible, and even a little bit fun. Once you get the hang of the process, you may well find that you want to modify it for yourself. The intention is to give you the framework and the resources to give yourself what you need and an easy to follow system. Lets dive right into it!
A great example of that is a personal newsletters folder, we very often scan the subject lines, scroll through the previews. And if there’s something of relevance to us at this very given moment, we open it. And if it is not in any relevance we move right past it. Aften, we save those items, so we can go back and search them. But still to the marketer on the other side of that email, it just looks like an unopened. The same thing happens in social media, right, we grab our phones, and we scroll, scroll scroll until something catches our eye. As a marketer, though, and a professional communicator, you’re spending hours writing, sending, polishing and perfecting. And sometimes it feels probably a little bit like it’s all for nothing. So as a marketer and a communicator, it’s really difficult for you to be able to know what’s going to catch your audience eye and when they will have an emotional connection to your message. But there are things that you can do to help yourself along with this process of creating messages that resonate with your audience. So if you are a planner this five step process will help in order to make your communications more relevant and effective
So now that we are clear what Soundbites are let’s get right into our 5 step process of creating them.
As communicators, it’s our job to be the defenders of the readers of the audience of the journalists of the Twitter world, and ask ourselves: What is in it for them? Why should they care? With our reader, the journalists out there, and even when we’re doing something like media training, we as communicators need to have a really deep sense of empathy so that we can translate our ideal message. This is the moment where you tap into that empathy.
Because in our marketing world, we so often are saying: This is the message I need to get across. This is how I need to explain it, this is what I need to do.
And we’re in that moment only looking at it from our perspective, what we need to do is really put ourselves in the shoes of the reader so that what we do communicate isn’t just okay by our clients or our brand, but it’s actually received by the viewer, the reader the listener. The reason why that’s important is because if you get in the habit of being that person who is empathetic to the end, user and viewer, you can kind of get yourself a little bit out of the rabbit hole of creating so much content for so many places all the time and struggle with keeping. Because your messages will have more impact – sometimes less is more. The truth of the matter is, is that we all need a reason to care about things that we’re seeing online. And this is true for you, you need a reason to care. So this hopefully will give you a chance to dig in just a little bit and think through what your goals are as well…
Do you want your short content to take your users stop and read? Do you want more engagement, retweets and opens of your emails? If your answer is YES than you have to get this Video Guide and Full Transcript with 5 actionable steps how to create short form of content that triggers emotions in your audience.