Make Sounds with Bite!

The key to giving a good interview that gets published, posted or broadcast (and getting requests for future interviews) is the ability to provide pithy, colorful and interesting answers to questions with which people may easily identify.

Before an interview, know the key messages you want to express. Pick two or three key points you want to get across; then  work on some 10 to 30-second analogies to explain them. This doesn’t mean a canned, robotic line shoehorned into the interview, but actually the development of the ability to discern when that message will fit, then delivering it in a way you would when talking across the fence to your neighbor.

Warren Buffet is the master at this. Take a look (particularly at the first 56 seconds or so):

Besides managing to get a word in edgewise with Charlie Rose (kidding Chuck!), how many rapid-fire analogies did he use here? They were interesting, vivid and made sense to anyone who heard them.

Whether you’re talking about sustainable architecture, accounting or the proposed convenience store you’re opposing in the neighborhood, the artful sound bite can make your case better than reams of facts and figures. Using a little bit of wordplay to paint a picture is a great way to go.

Let’s look at the convenience store example for a bit of wordplay in action.

You live in a quiet neighborhood where a longtime business is closing; a convenience store company wants the space. You feel the c-store will bring crime and disturbances to your neighborhood and want it stopped. You hold a rally or town hall meeting to express your opposition. A TV reporter shows up and asks why you oppose the store. Remember, he will probably use the best 3-5 seconds of what you say–if anything at all.

Here’s one answer:

“These convenience stores are just bad for the neighborhood. They often bring crime and noise that lowers property values.”

All true, but is it interesting enough for the 5 o’clock news?

Here’s another:

“These ‘convenience’ stores just make it more convenient for dangerous thugs to target our neighborhood. That lowers home values and quality of life for all of us. That’s pretty ‘inconvenient’ if you ask me.”

Sure , a bit snarky, but the key message comes across. So, which one’s going on the news?

Remember, analogies and clever wordplay can be the difference between the cutting room floor and “Live at 5.”

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