This week I was on Inside Edition, talking about how to protect your home during a bitter cold snap.
What most people don’t realize is how much doesn’t make it to air.
We shot a lot of footage.
Longer explanations.
More detail.
More nuance.
None of that made it.
And that wasn’t a mistake.
What actually worked were a few short sound bites that did three things very quickly:
Answered the viewer’s immediate question
Used plain, non-expert language
Earned trust fast
That’s what good producers do - get the best information succinctly, and in plain english.
And it’s the same challenge I see every day when founders, executives, and professionals create content.
Yes, in some cases there is value in saying more, saying lots more. But really, the value is in choosing your words wisely, practicing how you can package a whole lot of information into one nugget of gold.
Remember audiences don’t get excited over depth first, they get excited over clarity.
Whether it’s a national TV segment, a LinkedIn video, or a founder talking about their business, the goal is the same:
Say the right thing at the right time - and stop.
The best content isn’t the longest take, it’s the most disciplined one!
If you want to see how it turned out, click the photo below, and have a great week!
