Power Words Add Punch to Podcasts and Radio Interviews

In my radio program and podcasts I have had the distinct pleasure of interviewing a number of highly successful entrepreneurs, business executives, government officials and other leaders.

I’ve never had any training at radio interviewing (my early interviews are proof!).  But I have learned so much from being in the trenches.  I’ve now interviewed some heavy hitters – an intimidating experience to be sure.  From them, I have picked up invaluable tips about how to effectively convey audio messages.   

Here is a secret I will let you in on.  The best interviewees have one thing in common: they all use “power words.”

Power words , i.e., action words that pack punch, can make all the difference in getting a message across and keeping it interesting.

Power words mean different things for different contexts.  There are power words for resumes and CVs.  Power words for sales pitches. Power words for business cards.

When it comes to audio, power words convey concrete images of physical things. The most successful audio creates “theater of the mind.” 

Power words for audio are words that conjure up images of physical things you can see, hear, taste, touch or feel. 

You see, the spoken word passes by quickly.  The listener needs something tangible for the mind to ”hang” onto.  Words that convey images or even conjure up short action plays in our minds help the message come through more powerfully and stick with us longer.  Words that stimulate our physical and emotional senses such as touch and taste and feel do much the same thing. 

Another benefit of power words:  they force us to communicate with precision. 

Broad conceptual words, on the other hand, are to be avoided.  Concepts come across as flabby and listless in audio.  They are imprecise.  Our mind’s eye can’t “see” concepts very well.    

How do you know when it is a “concept”?  Well, if you can’t see it, touch it, taste it, feel it, or hear it — it’s probably conceptual.

Oddly enough, using power words does not necessarily mean using fewer words.  For audio, it many mean using more words — just words that convey concrete images.  Let’s take a few examples, so you can see what I mean.

Example #1

Instead of this:  We provide a comprehensive range of productivity solutions for growing businesses. Our platform creates efficiency, improves visibility, and increases flexibility.

Use power words:  Our software lets companies stop passing around spreadsheets from one employee to the next.  No more hunting for files in email inboxes or guessing at which version of a document is the most up-to-date.  Instead, everything is right there on on a central dashboard on their computer screen.

Which of the above is easier to understand and, most importantly, remember? Let’s try another example:

Example #2

Instead of this:  Demographics are evolving in entrepreneurism, leading to an adjustment in financing patterns.  

Use power words: Today there are twice as many women starting their own businesses as there were 30  years ago.  And women approach financing of their businesses differently from men.  They get far less venture money and angel capital.  But they tend to get more small business loans than men.

Now, if you were a banker – or even a budding female entrepreneur – which of the above would capture your attention and be useful to you?

Bottom line:  if you are giving an audio interview or creating a podcast, use words that create action plays in the listener’s mind.