{"id":30821,"date":"2022-11-03T04:37:22","date_gmt":"2022-11-03T08:37:22","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=30821"},"modified":"2024-03-03T08:09:07","modified_gmt":"2024-03-03T12:09:07","slug":"angle-of-a-story","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/11\/angle-of-a-story\/","title":{"rendered":"Squeeze the angle of a story into one sentence"},"content":{"rendered":"<h2>Write it on a sticky note<\/h2>\n<p>How do you squeeze a big idea, more than 18 months of research and input from more than 3,000 constituents into a sound bite that expresses the whole purpose of your organization?<\/p>\n<figure id=\"attachment_30822\" aria-describedby=\"caption-attachment-30822\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30822\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/11\/angle-of-a-story\/angle-of-a-story-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-a-story.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"angle-of-a-story\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Make it stick&lt;\/strong&gt; Keep your story angle or brand story short and sweet.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-a-story-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-a-story.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-a-story.png\" alt=\"Angle of a story\" title=\"Angle of a story\" width=\"450\" height=\"300\" class=\"size-full wp-image-30822 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-a-story.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-a-story-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30822\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/11\/angle-of-a-story\/angle-of-a-story-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-a-story.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"angle-of-a-story\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Make it stick&lt;\/strong&gt; Keep your story angle or brand story short and sweet.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-a-story-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-a-story.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-a-story.png\" alt=\"Angle of a story\" title=\"Angle of a story\" width=\"450\" height=\"300\" class=\"size-full wp-image-30822\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-a-story.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-a-story-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-30822\" class=\"wp-caption-text\"><strong>Make it stick<\/strong> Keep your story angle or brand story short and sweet. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/sticky-note-isolated-on-white-background-206395576\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by bogdandimages<\/em><\/a><\/figcaption><\/figure>\n<p>The International Association of Business Communicators found out in developing the organization\u2019s new brand tagline. IABC leaders started with this brand positioning statement:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">For professionals entrusted with effectively communicating organizational messages to internal and\/or external audiences IABC is the professional association that provides the multidisciplinary resources to help them succeed in their current jobs and expand their career opportunities by providing leading-edge professional development programs, inclusive networking opportunities and current best practices shaped by the global, national and local perspectives of its membership.<\/div>\n<p>At 60 words, that sentence is a mouthful. So IABC leaders compressed the positioning statement into a brand promise:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">IABC enables a global network of communicators working in diverse industries and disciplines to identify, share and apply the world\u2019s best communication practices.<\/div>\n<p>At 23 words, this is a mere sliver of the original text. But it\u2019s still not ready for prime time. So leaders condensed that big idea into a brand tagline of just two words:<\/p>\n<h5 class=\"standalone\">Be Heard<\/h5>\n<p>And, with a maxim as crisp, clear and compelling as that, that\u2019s what IABC is bound to be.<\/p>\n<p>So how can you condense your big idea into a little space? Whether you\u2019re writing a blog post or a bylined article for <em>The New York Times<\/em>, summarize your idea into:<\/p>\n<h3>The back of a business card<\/h3>\n<p>As one of my favorite college professors, R.S. Musser, used to say: \u201cIf you can\u2019t summarize your story idea on the back of my business card, you don\u2019t have a clear idea.\u201d<\/p>\n<h3>A walkaway sentence<\/h3>\n<p>What\u2019s the single sentence you want your readers to walk away with after reading your piece? That\u2019s your story angle.<\/p>\n<p>Keep that sentence to eight words or less, because that\u2019s a length people can grasp fully at a glance, according to the American Press Institute.<\/p>\n<h3>An elevator pitch<\/h3>\n<p>Say your biggest prospect joins you on the elevator in the lobby. As you zoom up to the third floor, what one thing are you going to tell her about your product, service or idea? That\u2019s your focus sentence.<\/p>\n<h3>A tweet<\/h3>\n<p>Christopher Smith, corporate writing and editing guru, challenges communicators to summarize their articles in 280 characters or less. This practice not only helps writers find their focus but also reveals what information is essential to your message \u2014 and what is not.<\/p>\n<h3>A bumper sticker or billboard<\/h3>\n<p>How\u2019s this for an efficient story angle: \u201cOne if by land, two if by sea.\u201d Of course, legend has it that Paul Revere\u2019s famous eight-word call to action launched the American Revolution.<\/p>\n<p>Can your short point drive your readers to act?<\/p>\n<h3>Six words<\/h3>\n<p>Decades after Ernest Hemingway famously crafted a six-word story \u2014 \u201cFor sale. Baby shoes. Never worn.\u201d \u2014 to settle a bet, the six-word story format has taken off.<\/p>\n<ul>\n<li><a href=\"http:\/\/www.smithmag.net\/sixwords\/\" target=\"_blank\" rel=\"noopener\"><strong>SMITH Magazine<\/strong> calls for six-word memoirs<\/a>.<\/li>\n<li><strong>The Harvard Business Review<\/strong> suggests <a href=\"https:\/\/hbr.org\/2009\/07\/how-to-sum-up-your-leadership\" target=\"_blank\" rel=\"noopener\">summing up your leadership style in six words<\/a>.<\/li>\n<li><strong><a href=\"http:\/\/www.sixwordstories.net\/\" rel=\"noopener\" target=\"_blank\">Sixwordstories.net<\/a><\/strong> is dedicated to publishing prose in six words. (Some are almost unbearably compelling: \u201cFamily\u2019s tears hurt more than chemo.\u201d)<\/li>\n<\/ul>\n<h3>A classified<\/h3>\n<p>Seth Godin, marketing guru and author of <em>The Practice<\/em>, suggests that you <a href=\"http:\/\/sethgodin.typepad.com\/seths_blog\/2008\/06\/start-with-a-cl.html\" target=\"_blank\" rel=\"noopener\">write a classified<\/a>.<\/p>\n<p>\u201cWhat\u2019s the offer?\u201d he asks. \u201cWhat do you want me to do? You\u2019re paying by the word!\u201d Because attention is expensive.<\/p>\n<p>Maybe, he says, you\u2019ll write something like:<\/p>\n<h5 class=\"standalone\">Lose weight now. Join our gym.<\/h5>\n<p>\u201cSix words,\u201d says Godin. \u201cPromise and offer.\u201d<\/p>\n<h3>A slogan<\/h3>\n<p><a href=\"https:\/\/adage.com\/article\/special-report-the-advertising-century\/ad-age-advertising-century-top-10-slogans\/140156\" target=\"_blank\" rel=\"noopener\"><em>Advertising Age\u2019s<\/em> \u201cTop 10 Slogans of the 20th Century\u201d<\/a> all weighed in at five words or less:<\/p>\n<ul>\n<li>Diamonds are forever (DeBeers)<\/li>\n<li>Just do it (Nike)<\/li>\n<li>The pause that refreshes (Coca-Cola)<\/li>\n<li>Tastes great, less filling (Miller Lite)<\/li>\n<li>We try harder (Avis)<\/li>\n<li>Good to the last drop (Maxwell House)<\/li>\n<li>Breakfast of champions (Wheaties)<\/li>\n<li>Does she \u2026 or doesn\u2019t she? (Clairol)<\/li>\n<li>When it rains it pours (Morton Salt)<\/li>\n<li>Where\u2019s the beef? (Wendy\u2019s)<\/li>\n<\/ul>\n<p>Can you summarize your story angle into five words or less? If so, you\u2019ve got a story angle.<\/p>\n<h3>Now use your summary sentence.<\/h3>\n<p>Your summary sentence will keep you from getting scattered. It will tell you what to put in \u2014 and what to leave out of \u2014 your copy.<\/p>\n<p>____<\/p>\n<p>Sources: \u201cThe IABC Brand: Briefing for IABC Chapters,\u201d International Association of Business Communicators, January 2007<\/p>\n<div id='MMC-Clear' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-81\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Reach more readers with tight writing<\/h3>\r\n\t\r\n<p>Would your piece be twice as good if it were half as long? Yes, say readability experts.<\/p>\r\n\t\r\n<p>So how long should your message be? Your paragraphs? Your sentences? Your words? What reading ease level should you hit?<\/p>\r\n\t\r\n<p>Learn how to write clearer, more concise messages at our <a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><strong>clear-writing course<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" 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note<\/p>\n","protected":false},"author":6,"featured_media":30822,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[505],"tags":[13080,345,361],"class_list":{"0":"post-30821","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-tighten-your-angle","8":"tag-angle-of-a-story","9":"tag-readers","10":"tag-sentences","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Squeeze the angle of a story into one sentence<\/title>\n<meta name=\"description\" content=\"Make 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