A sound bite is a information morsel, a phrase that offers pleasure and surprise as it expands in the listener’s ear or the reader’s mind. To help promote your business, create sound bites to use during media interviews, in your blog, newsletter and press releases, in addition as in media ads and customer emails.
Any dictionary of quotations contains well-worn but nevertheless effective sound bites from authors of the past, such as “Home is the place where, when you have to go there, they have to take you in,” from Robert Frost or “It is never too late to be what you might have been,” from George Eliot. Here are three easy ways to create something quotable that your fans, followers and media friends will want to help you pass around – and that may already outlive you.
1. Slogan or motto
Is there something original you are fond of saying? If it’s pithy, ironic, humorous or surprising, turn it into your slogan or motto, like Red Smith’s “Writing is easy. You just open a vein and bleed” or Helen Keller’s “Life is either a bold adventure, or nothing.” Use it as a tag line on your web site or blog. Place it in the identifying characteristics section of your daily emails. Include it on your About page and mention it whenever you are interviewed.
Before adopting a motto, make sure it is as concise as it can be and has an alluring rhythm when said out loud. As in both the Smith and the Keller sayings that I quoted, place the kicker information or idea at the end instead of at the beginning.
A moniker is a nickname or showy stage name for you, like “Dr. Niche” for Lynda Falkenstein, “The Happy Guy” for David Leonhardt or “The Dean of Destiny” for Patrick Snow. already better than one you make up for yourself is something that a reporter or book reviewer bestowed on you. Dr. Doris Jeanette lets people know, for example, that the Philadelphia Inquirer called her “The Siren of Spontaneity.” Incorporate your moniker into your bio and use it as often as you can in other publicity materials.
You might think it goes without saying that any moniker you embrace should have a positive impact. But I have just encountered someone calling himself “The Freddy Krueger of Blogging,” as if that is a point of pride. Freddy Krueger is a horror movie character who looks repulsive and kills people. The positive spin that the blogger gives for this moniker cannot overshadow the abhorrent associations many people have with this character. If you notice people using your moniker apologetically instead of enthusiastically, you need to send it back for a rewrite.
With a mnemonic you focus on your subject matter and summarize three, four or five important points in a noticable formula that uses the first letter of each point. for example, Judy Dunn gives us the three Es of blogging: “Helping bloggers educate, include and entertain.”
Don’t strain so hard to come up with catchy initials that you provide a formula that in turn needs explaining. One organization tells us, for example, that “R.A.R.E. stands for Random Acts of required Education.” However, “required” is an uncommon information whose meaning many people won’t ingemination. additionally, already though I do know very well what that information method, its presence in “Random Acts of required Education” makes little or no sense to me.
These three types of sound bites don’t begin to exhaust the possible ways of attracting attention with words, but they give you a great start in creating associations that will stick in the minds of folks finding out and talking about you and your business.