Speak to Lead

Sound Bites on Viagra: 4 Ways to Arouse Interest in Your Message

A successful sound bite arouses interest in your message and extends the length of time it remains in the listener's memory. At its best, the sound bite is so tempting the reporter is compelled to find a place for it in his or her story.

So when I read the following quotes from a now-retired top communications exec at the Heritage Foundation, I felt compelled to pass them along, and to point out the elements you can use to create your own powerful sound bites.

Quoting from Wednesday's Inside the Beltway in the Washington Times:

Thanks to Herb B. Berkowitz...for sending us the definition for "Electile Dysfunction: The inability to become aroused over any of the choices for president put forth by either party in the 2008 election year....(1)
"...over at Folk Cafe...we've been told that if we get excited about any of the candidates for more than four hours we need to go see a doctor....(2)
"Never have so many would-be presidents inspired so little at such great cost.(3) It almost makes you want to have a good cry with Hillary."(4)

Let's look at the four sound bite sources

TV News' Chronic Fatigue Syndrome & the Death of Heath Ledger

TV News suffers from chronic fatigue syndrome. Today's coverage of  Heath Ledger's death is a prime reminder.

Shortly after 17:00 (aka 5:00 p.m.) ET, I switched on the TV to see what the U.S. financial markets had done in light of the precipitous overnight drop in Asia.

Instead I got uninterrupted (well, interrupted by commercials but not by news), fatigue-inducing coverage of Ledger's death.

Ledger was a talented actor and his death is unfortunate and untimely. But not worthy of hijacking other news of the day with far greater impact on viewers' lives.

As with most breaking stories,

Executive Speeches: How Long Should You Speak?-The Example of Hannibal Lecter

I'm often asked, "How long should a speech be?"

The definitive answer is situation specific. For example, if you are scheduled to speak for 15 minutes immediately before a luncheon, you'd do well to keep your comments to 15 minutes or less!.

But for those occasions where you have fewer constraints on time, ask yourself these two principle-based questions:

1. What RESULT do you want from the audience? and
2. What do you have to say that will create high-impact on the audience?

Length of speech is not the key element. Creating high impact is. Your goal: less time, more impact.

I was reminded of how impact need not take a long time by an entry in the Amazing Trivia Facts Calendar.

In 1991 Anthony Hopkins won the Oscar for Best Actor for his portrayal of Hannibal Lecter in The Silence of the Lambs. The film runs 1hr 58min. How much of that was Hopkins on screen? Only 16, the shortest performance ever to win Best Actor.

Political Speeches: What Leaders Can Learn from the Victory Speeches of Obama (IA), McCain (NH) & Romney (MI)

The first three major events of the 2008 American Presidential Election--the Iowa Caucuses, and the New Hampshire and Michigan primaries--produced three Goldilocks victory speeches. Obama was "too hot." McCain was "too cold." Romney was "just right."

Please note, I'm not talking about political philosophy or content. I'm focusing on delivery and structure of content.

Also keep in mind when you watch the videos, the crowd response is enthusiastic in all three. These are after all, victory speeches. The content could be incomprehensible and the speaker inebriated, and the crowds would still go wild.

But the purpose of a victory speech is not just to thank voters and the celebrating campaign workers. It's an opportunity