Smart Brevity: A Lesson In Getting To The Point

A book loaded with examples as to how to get to the point. Imagine that! I just happened to finish a fascinating account of such in “Smart Brevity,” a recommendation to me of a book written by the gents who created Axios and Politico. The book details a formula for being brief in this world of multiple messages from multiple platforms.

The more I read, the more I could see the parallel to talent, talent coaches and PDs. They even go as far as give you a word count and estimated reading time for each chapter, an interesting concept that kept me going further in the book because I knew I had the time.

The “Smart Brevity” formula breaks down into four parts:

1. A “muscular” tease – Strong words to get attention
2. Tell Me Something I Don’t Know, Want To Know or Should Know.
3. Why It Matters – Your ONE Big Thing!
4. To Learn More “Go Deeper”

The recommendation is for this formula to be applied for meetings, speeches, emails, presentations and social posts. Let’s add “on air” to that.

The “muscular” tease: With any talk break, you have to find a way to “hook” the listener quickly. Your name and the station name and slogan will NOT do that. A great lead-in does, even with a weather break. “Get that winter coat ready …” Whatever it is, just like a song, it must create interest in the first few seconds of delivery.

Tell Me Something I Don’t Know, Want To Know or Should Know: This, of course, is your basic content, which has to be compelling enough to get the listener to “lean in,” so to speak. The Taylor Swift ticket fiasco a few weeks back is a perfect example of having the opportunity to pass on information that is interesting, informative and entertaining. It presented the facts as they broke from the original issue, to the Ticketmaster on sale cancellation to Taylor’s actual comments about it all. The entire incident unfolded in several days and gave on air personalities the chance to really connect with the audience each time – not all at once. All of this takes real time for show preparation, beyond prep services into social media, etc. To accomplish the task of delivering compelling content, you have to do the research!

Why It Matters – Your One Big Thing: Each breaking story in the Taylor ticket saga fit this category. Zero in on your point quickly and decisively. The theory of “one thought per break” still holds even in this very distracted world. Make sure that thought is your main point.

To Learn More “Go Deeper”: The “further details,” so to speak. This is where you send your listeners to your social pages or your website for more specific information. You could have had Taylor’s entire statement available for your listeners to see if they were interested, and –if they wanted to go deeper. This part of the formula allows you to stay focused on the one big thing on air knowing you have more for those who want more off air.

The idea behind “Smart Brevity” is to make sure what you say or what you write, STICKS! Make that lasting impression. As they ask in the book, “Do you convey what matters most to you in the most blunt and understandable way possible?”

They are adamant about serving your audience, not yourself. What is the listener looking for? The thought is your message will be noticed and, as a reward to you, your listeners will know you and depend on you for the big stuff.

Know your audience. Know what is important to them and find those things in that category to communicate to them and you’ll be the winner.

I would highly recommend reading “Smart Brevity” for several reasons. And, yes, it IS a brief read. Info here.

“Taking Your Radio Presence To The Next Level. Be it an artist, radio programmer or on-air talent. Coaching and mentoring down to your foundational level”

Contact me:
John Shomby
Owner/CEO Country’s Radio Coach
jshomby@countrysradiocoach.com
757-323-1460
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