{"id":30869,"date":"2022-11-09T05:43:02","date_gmt":"2022-11-09T09:43:02","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=30869"},"modified":"2023-12-27T12:08:59","modified_gmt":"2023-12-27T16:08:59","slug":"angle-of-the-story","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/11\/angle-of-the-story\/","title":{"rendered":"Focus on one angle of the story"},"content":{"rendered":"<h2>Single point, simple message<\/h2>\n<p>You can\u2019t cram size 10 hips into a size 4 skirt. And you can\u2019t cram too many messages into a single piece. Try either, and the results can get ugly.<\/p>\n<figure id=\"attachment_30875\" aria-describedby=\"caption-attachment-30875\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30875\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/what-is-readability\/short-content\/story-angle\/angle-of-the-story-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-the-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-the-story\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Just one&lt;\/strong&gt; Of course your message can branch out. But build it on a single foundation.\u00a0&lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/mans-hand-isolated-on-white-background-90174028&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by ninell&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-the-story-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-the-story.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-the-story.png\" alt=\"Angle of the story\" title=\"Angle of the story\" width=\"450\" height=\"300\" class=\"size-full wp-image-30875 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-the-story.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-the-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=\"30875\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/what-is-readability\/short-content\/story-angle\/angle-of-the-story-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-the-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-the-story\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Just one&lt;\/strong&gt; Of course your message can branch out. But build it on a single foundation.\u00a0&lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/mans-hand-isolated-on-white-background-90174028&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by ninell&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-the-story-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-the-story.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-the-story.png\" alt=\"Angle of the story\" title=\"Angle of the story\" width=\"450\" height=\"300\" class=\"size-full wp-image-30875\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-the-story.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/11\/angle-of-the-story-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-30875\" class=\"wp-caption-text\"><strong>Just one<\/strong> Of course your message can branch out. But build it on a single foundation.\u00a0<a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/mans-hand-isolated-on-white-background-90174028\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by ninell<\/em><\/a><\/figcaption><\/figure>\n<p>Indeed, the more messages you cover in a campaign or communication, the less people will remember. So count the number of messages you\u2019ve crafted. If the total is more than one, you have too many.<\/p>\n<p>Make like <em>The New York Times:<\/em> Come up with good story ideas that focus on a single point.<\/p>\n<h3>1. Start with a single idea.<\/h3>\n<p>To <a href=\"https:\/\/www.wyliecomm.com\/2022\/11\/what-is-a-story-angle\/\">find your focus<\/a>, start with a single idea.<\/p>\n<p>Think of it this way: Like a tree, your piece might branch out in several directions. But you need to build the story on a single idea or trunk. If you find a sapling \u2014 a detail or message that doesn\u2019t contribute to that single theme \u2014 pull it out.<\/p>\n<p>A topic, obviously, isn\u2019t an idea. \u201cKansas City\u201d is a topic, not a theme. \u201cPRSA Digital Media Conference\u201d doesn\u2019t make a good brochure headline, because it lacks an angle. Your product name is not an idea.<\/p>\n<p>Build your story on a firmer foundation. What <em>about<\/em> Kansas City, your conference or your product?<\/p>\n<h3>2. Find the core.<\/h3>\n<p>What\u2019s the single most important idea that drives your entire company, campaign or communication?<\/p>\n<p>For Southwest Airlines, for example, the core is \u201cWe are THE low-fare airline,\u201d write Chip and Dan Heath in their brilliant book, <a href=\"http:\/\/www.amazon.com\/gp\/product\/1400064287?ie=UTF8&amp;tag=wwwwyliecomco-20&amp;linkCode=as2&amp;camp=1789&amp;creative=9325&amp;creativeASIN=1400064287\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Made to Stick<\/em><\/a>. That single idea drives every decision the company makes, from what to serve for lunch (nothing) to how to load the planes.<\/p>\n<p>Coming up with that one single thing isn\u2019t easy.<\/p>\n<p>\u201cSmart people recognize the value of all the material,\u201d write the Heath brothers.<\/p>\n<p>\u201cThey see nuance, multiple perspectives \u2014 and because they fully appreciate the complexities of a situation, they\u2019re often tempted to linger there. This tendency to gravitate toward complexity is perpetually at war with the need to prioritize.\u201d<\/p>\n<h3>3. Write a message statement.<\/h3>\n<p>When it comes to core values, strategies and key messages, less is more.<\/p>\n<p>Southwest Airlines\u2019 message works because it emphasizes just three things: friendly service, speed and frequent direct flights. Most organizations focus on \u2026 everything.<\/p>\n<p>One test of a focused message: Does it lend itself to a tagline? If you struggle to write an eight-word message statement, lead or headline, your message is probably too broad.<\/p>\n<h3>4. Write \u2018single-joke stories.\u2019<\/h3>\n<p>The <em>Wall Street Journal\u2019s<\/em> Barry Newman \u2014 who once discussed with a <em>Journal<\/em> editor whether he could get one-eighth of an inch out of a story \u2014 says the key to writing tight is selection.<\/p>\n<p>\u201cWhen the A-head (the <em>Journal\u2019s<\/em> famous front-page feature story) went from 1,800 words to 1,200 words, we had to choose different stories,\u201d he says.<\/p>\n<p>In 1,200 words, he says, you can cover \u201csingle-joke stories.\u201d<\/p>\n<h3>5. Perform message triage.<\/h3>\n<p>Political strategist James Carville preaches the gospel of \u201cexclusivity.\u201d That is, to come up with a single message \u2014 not two, not three \u2014 for your campaign.<\/p>\n<p>Carville famously chose \u201cIt\u2019s the economy, stupid,\u201d for Bill Clinton\u2019s successful presidential campaign. Less famously, he had to talk Clinton out of diluting that message by also talking about eliminating the national debt.<\/p>\n<p>Carville says the communicators\u2019 toughest job is to convince the client to stick to one message or theme.<\/p>\n<p>\u201cPeople say I fill empty vessels,\u201d he says. \u201cBut I empty full vessels.\u201d<\/p>\n<h3>6. Keep cutting.<\/h3>\n<p>\u201cIf you can write a \u2018Ten reasons you should \u2026\u2019 headline, you\u2019re only nine subtractions away from an idea,\u201d write the folks at Killian Company Advertising.<\/p>\n<h3>7. Keep subtracting.<\/h3>\n<p>Adopt GE Reinsurance communicators\u2019 motto:<\/p>\n<h5 class=\"standalone\">\u201cSingle point, simple message.\u201d<\/h5>\n<h3>Know what it\u2019s about.<\/h3>\n<p>Still having trouble identifying the key idea? Maybe you need to know more, not less, about your topic.<\/p>\n<p>In the movie \u201cWonder Boys,\u201d Michael Douglas\u2019s character watches the only copy of his novel manuscript blow into the river. A character named Vern asks him what the book was about. Douglas can\u2019t really explain.<\/p>\n<p>\u201cIf you didn\u2019t know what it was about,\u201d Vern asks, \u201cwhy was you writing it?\u201d<\/p>\n<p>____<\/p>\n<p>Sources: Chip Heath and Dan Heath, <a href=\"http:\/\/www.amazon.com\/gp\/product\/1400064287?ie=UTF8&amp;tag=wwwwyliecomco-20&amp;linkCode=as2&amp;camp=1789&amp;creative=9325&amp;creativeASIN=1400064287\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Made to Stick: Why Some Ideas Survive and Others Die<\/em><\/a>, Random House, 2007<\/p>\n<p>\u201cCommunicators kiss Carville,\u201d <i>Ragan Report,<\/i> Sept. 25, 2000<\/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%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>\u2018Single point, simple message\u2019<\/p>\n","protected":false},"author":6,"featured_media":30875,"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":[506],"tags":[338,510],"class_list":{"0":"post-30869","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-tighten-your-story-angle","8":"tag-concise-writing","9":"tag-story-angle","10":"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>Focus on one angle of the story<\/title>\n<meta name=\"description\" content=\"Just one: Of course, your message can branch out. 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