Listen…

One of the reasons I like this new campaign from Starbucks in the UK is because it reminds us that it is possible to tell a story within 60 seconds.

Watch:

Obviously, it can be easier to elicit an emotional response when combining images and music.

But you’ve got music too, even if you can’t use images.

It’s actually your job to make me see what you are saying in my mind’s eye. The best air talent around the world do that every day.

And you can put the right music under your story to help us feel. You can pre-produce your content.

So, enough with the excuses that you aren’t given enough time to tell the stories your listeners will relate to.

Challenge yourself to tell me a story that makes me feel within 60 seconds.

Set the bar inside your station higher.