gistfile1.txt

Heuristics to tell great AUDIO stories
1. In Interviews, questions to always ask:

1. Tell me about...
2. How did you feel when... (or, how did that feel?)
3. Can you give me an example?
4. (Superlatives) Best, worst. funniest, scariest, hardest, least certain, favorite, etc...
5. (Dig for emotional moments)
2. in reviewing tape, look for three types of moments as good quotes to use:
1. Facts to understand the story (many can be voiced over if they drag on, so don't overlook if they're boring. Flag them.)
2. Reflections and emotions (the subject talking about how they felt — stuff you can't get by googling or telling facts)

3. Conflict (the most important type of #2 — without conflict, drama, friction, etc.. there IS no story, just case studies or

descriptions of stuff)
1. And always ask, does this help advance the story...does it relate to the broader theme we're trying to discuss? If not. kill
it.
3. In scripting, ensure you're ordering things correctly to win listeners:

1. Establish the stakes early on (big questions, conflict, why someone would care, emotionally gripping moments left open-ended
until later. etc.)

2. Build trust between audience and voices early (moments of laughter and warmth. pithy insightfulness, impressive
career/achievements, etc.)

1. This then allows you to place more factual and potentially lengthier descriptions of what happened (or their advice) and
the listener will give the benefit of the doubt that they’re worth hearing now

4. In scripting VOICEOVEl-‘l in particular, ensure you’re writing somethhg to be spoken and heard, not something to be written
and read

1. Short sentences. always.

2. Keep it simple. 4th grade level. Speaking is so much less flowery than writing. Be visual and vivid, but without the advanced
literature degree involved.

3. Constantly guide and tease the listener.

1. Guide using “Sign posts" -- moments where you hint at something crucial they shouldn’t miss (e.g. "And that’s how Bill
always viewed his work. Then one day, a man walked into his office.” Who's the man? What did he say? You're teasing
the crucial moment, saying DONT miss what you’re about to hear. That's a signpost.)

2. Also guide them by recalling and refreshing their memories. They can only hold so much in their head at once. Audio is
theater of the mind. Give them a little detail, let it breathe, give them more quotes/details. Repeat stuff you need to repeat
to catch the listener back up later (“Remember earlier when so-and-so said X? Well here’s how Sally approached that
same problem...")

3. Tease using “open loops" — open-ended questions or the beginnings of little stories that you don't finish until later. A
Cold Open is an open loop. A clickbait headline is an abusive open loop. so don’t go that far.