Developing sound bites

Most television and radio interviews last only three to five minutes. You need

to convey a lot of information, without speaking too quickly. The best way to

do this is to speak in what the media industry calls sound bites. For every

question, provide a comprehensive answer that lasts between 5 and 15 sec-

onds (that’s fewer than 50 words).

By anticipating what questions you may be asked (see the previous section)

and knowing your subject matter well, you can write answers out ahead of

time that communicate the necessary information but that are very concise.

Answering a question in a sound bite means using as few words as possible.

In other words, don’t babble or ramble on. Answer the question, get your key

point across, and wait for the next question. Don’t go off on tangents.

Discovering how to speak in sound bites ensures that you can answer the

maximum number of interview questions in the time allotted, giving you

greater opportunity to promote yourself and your book. Also, when you’re

participating in pre-taped interviews, speaking in sound bites makes editing

an interview easier, and you don’t have to cut your answers short or worry

about your information being taken out of context.Here are a few additional tips for polishing your answers:

-

 Convey a sense of authority when you speak. Use complete sentences,

using proper grammar. Avoid using slang or words like umm or yeah.

Answer questions confidently and use humor when appropriate.

-

 Repeat the question you were just asked by the reporter and then pro-

vide your answer in the form of a sound bite. For example, if you’re

asked, “So, what made you write your book?,” your response might be,

“What inspired me to write my book was . . . “ Or, if you’re asked,

“What’s your book about?,” your response might be, “[Insert book title]

is about . . .”

-

 Answer questions like it’s the first time you’ve been asked. Even if

you’re asked the same question 1,000 times, never respond to a reporter

by saying something like, “I get asked that question constantly,” “People

always ask me that,” or “You already asked me that.” When you respond

to any question, even if it’s one you’ve answered many times before, you

need to come across to the interviewer and your audience as if it’s the

first time you’ve ever been asked that question. Take a second to think

about your response (even though you know exactly what it is), and

make the interviewer think he’s just asked you the most original and

intelligent question you’ve ever been asked. Then, respond with enthusi-

asm. Also, make sure that your answers don’t alienate your audience. For

example, offering a strong opinion on a controversial topic or making any

kind of insulting or racist comment can easily alienate the audience.

-

 Be prepared to answer uninformed questions. Often, when someone

interviews you, he probably hasn’t read your book. He also knows little

or nothing about the book’s topic. If you’re asked what you believe is a

stupid question, play along and don’t make the interviewer look stupid,

but make sure you get your marketing message across to the audience

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