\nThe media is especially impatient and wants information fast. When you watch TV or listen to the radio, notice how quickly everything moves. Most news stories are delivered in ten seconds or
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<\/a>less and most TV segments run for three minutes. Since the media moves so fast, you must deliver information to them fast.<\/p>\nCreate a sound bite. Make sure it includes your name, the product or service you provide, and how it will help your consumer. Create your sound bite in two stages: first, create a message that you can deliver in less than thirty seconds; then cut it down to ten or fifteen seconds for the media. Radio news segments come in ten-second increments so \u201cif you can\u2019t express what you want and why it\u2019s newsworthy in ten seconds, you\u2019re off the phone,\u201d advised a news director for a major NBC affiliate.<\/p>\n
The purpose of a sound bite is to turn listeners on; it\u2019s a verbal business card that you can deliver when you\u2019re introduced to new people. It\u2019s your \u201celevator speech\u201d: a snappy, self-description that you can rattle off in the time it takes an elevator to rise from the lobby to the fifth floor.<\/p>\n
As theatrical empresario David Belasco said, \u201cIf you can’t write your idea on the back of my calling card, you don’t have a clear idea.\u201d A sound bite is the foundation on which to build a forceful and memorable public persona. It\u2019s the first impression you make, an attention-grabbing device that will get you and your message noticed and remembered. Think of it as an investment with an immediate return because every time you use it, someone considers paying you.<\/p>\n
Writing a sound bite forces you to sharpen your focus and examine your approach. It also makes you identify your audiences, clarifying who you are addressing and what you hope to receive from them. When you narrow these fields, it\u2019s much easier to promote yourself.<\/p>\n
– Rick<\/em><\/p>\n