2, 21, 10....Action!

Run a search on the average length of a sound bite, and you will see that it lasts anywhere from 5 to 15 seconds. So let's split the difference and say the average is 10 seconds in length. (This is in sync with an NPR article on The Incredible Shrinking Sound Bite, which has it at 9 seconds, but 10 is easier to remember.)

Well, that is about 21 spoken words.

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Key messages should be short & snappy.

How many key messages can you speak in 21 words? Probably 2 if you are using full-length sentences (which you should).

So, 2 key messages; 21 words; 10 seconds. 2, 21, 10.

"The Smithtown Police Department arrived in record time after the homeowner called 911. We urge all residents to lock their doors."

​"The festivities will kick off at 2 pm on Saturday! Come on down to Main Street and take part in the fun!"

"These charges are outrageous, and their only intent is to sully my good name. I will have my day in court."
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​See how easy? Be prepared to start with your key messages, and then if you have more time, be prepared for secondary messages that follow the same formula.