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What’s your story? Dump the ‘pitch,’ find your story!

18 Sep

I’ve said it before: radio, which seems a lot like ‘old media’ has one leg up over new media because it’s where people come to expect to hear stories. Not sound bytes, not pitches, not bullet points, not all those forms of condensed communication snacks we have come to expect in every other form of media.

Don’t blame it on TV entirely. There are TV programs that refuse to do the truncated story, shun the fast cuts, and slick camera work so as to let the story unfold. We have ingested this packet switching mentality that the Internet brought with it, and forced our stories into the tiniest bits of content. It’s become the default format, and we go along with it.

But guess what? It is not the only format that works.

Exhibit A: I listened to a long segment today on a new trend Daryl Hall started, called Live From Daryl’s House. It’s an internet phenomenon. But if it hadn’t been thoughtfully told as a story by NPR reporter Robert Smith, I would have skipped it.

Exhibit B: Radio again. This time I have to bring in the show I co-host with Derrick Mains as an example of how we make  ‘talk show’ (in most people’s minds it’s where the hosts yak all the time) into a storytelling space. We bring people around the topics of business entrepreneurship, innovation and corporate sustainability, and let their stories unfold.

Everyone’s tired of hearing pitches. Too many people tell you what they do in that distilled, dehumanized format. Stories have a different pace, and in fact, different goals. Yet they break through the clutter in a more powerful way.

What’s your pitch? Could you turn it into a story? Try it. Record it and listen to it. You’ll never want to talk in bullet points again!

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Posted by on September 18, 2010 in Marketing, Radio

 

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