Mastering the Three S’s: Storytelling, Statistics, Soundbites
Communications strategists use a variety of tools to engage the right audiences with the right message. But today’s landscape is more crowded than ever. Cutting through the noise and standing out from the competition takes a bit of communications savvy.
Miller Ink CEO, Nathan Miller has distilled the right recipe for developing messages that captivate audiences and fly off the page.
From paintings on cave walls to videos on TikTok, stories have captured the human imagination for millennia. They possess a unique potency and power. In order to pack an emotional punch, all communications should be infused with some degree of narrative structure. Incorporating a story arc enables you to strategically position your client’s mission and hit closer to home for your audience.
For example, if you’re working with a nonprofit striving to end homelessness in Los Angeles, don’t just talk about its programs — share how those programs are providing aid at a time when more Angelenos than ever are living on the streets. Include moving case studies about individuals this work has supported. Nothing is more compelling than a narrative with a bit of pathos. Stories are what bring us to care.
Statistics are the substance.
They bring your message to life by proving your case — it’s hard to argue with raw data. However, including too many decontextualized, seemingly random statistics can make your communications feel dull and unengaging.
It is essential to contextualize your data in a way readers can understand. Don’t say, for example, that a pending piece of legislation your organization helped draft will save American taxpayers $12.2 billion over the next year. Instead, say that your bill will save every American family $500 on their taxes this year. By measuring the impact per capita, you’ve framed your work in a way that will materially benefit families. Large numbers are esoteric — for the average family earning $80,000 a year, what’s the difference between $1.2 million, $12 million, and $1.2 billion — but smaller, more digestible measurements are easier to conceptualize and go further in driving home your message.
The best messages are memorable. They’re the ones you find yourself thinking about days later when you’re at the gym or driving home from work. In an era of fleeting attention spans, how can you make your messages stick in an audience’s head?
Soundbites.
Soundbites are the short, pithy lines in speeches, press conferences, or written materials that get repeated over and over again. They’re the one or two lines in the president’s 90-minute-long State of the Union address that get played for weeks on the news. They’re the quips in a defense attorney’s week-long closing that get quoted in the paper.
These quotes help embed your message in the collective consciousness. Soundbites have the ability to live on in people’s minds long after they have heard your message, and if your message is memorable, it’s likely to be shared.
Some examples* we love include:
- “One small step for man, one giant leap for mankind.”
- “I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.”
- “Ask not what your country can do for you. Ask what you can do for your country.”
- “If the glove does not fit you must acquit.”
- “I have nothing to offer but blood, toil, tears, and sweat.”
*We didn’t attribute these quotes but you likely already knew who said them. That’s the whole point of a soundbite.
Storytelling makes messages personal, statistics prove their relevance, and soundbites ensure they’re memorable. Together, the Three S’s are the foundation for messages that resonate with any kind of audience.
If your message feels empty or uninspiring, consider how well you incorporated your stories, statistics, soundbites. Maybe there’s a better, more interesting way to craft your message.
