How to Craft a Memorable Soundbite

When Sheryl Sandberg published her book, Lean In, she created a massive stir. Many heralded Sandberg as the new Gloria Steinem, ushering in a newfound appreciation for feminism. While not every reaction was as positive, one thing is certain: Sandberg got the media’s attention and by doing so, caught the attention of nearly every professional woman in America. During her blitz campaign to promote the book, Sandberg created a soundbite that was repeated time and again: “Men still run the world. And I’m not sure that’s going that well.”

That soundbite likely sold as many of her books as her entire media campaign effort. The soundbite was everything you want one to be: short, memorable, and provocative.

The key is clarity.

You must know what you want to say – what the essential message really is. Delivering this in only a few seconds can be challenging, but it ensures your message is heard. Regardless of the interview format, creating a memorable soundbite boils down to doing these five things:

Plan your message.

The most important thing to remember about soundbites is that they can't be off-the-cuff.  You must consider and plan so that your message is distilled into a tightly contained, easily remembered phrase or sentence.

Keep it simple.

The soundbite should be simple, to the point, and brief. There may be very limited minute allotments for each story.

Give it punch.

Get the audience's attention.

Repeat, repeat, repeat.

A soundbite must be heard more than once to be remembered. Repeat it with each question or point to connect it back to your main message.

Practice.

Practice saying and using your soundbite conversationally so it doesn't sounds rigid and uncomfortable. Practice incorporating it into your messaging to make it flow.

Reporters need quotes around which they can build their stories. You might as well provide them with one that works for them and for you.