Posted By Ashley Tate on February 21, 2025
Imagine if the Swedish Chef from “The Muppets” narrated “Gossip Girl” — the result would be chaotic, garbled, and lacking the sharp commentary Kristen Bell’s voiceover delivers. Sure, it’d provide some comedic value, but it wouldn’t carry the same cutting precision the show demands or advance the narrative in a productive way.
Similarly, quotes need to be purposeful and clear to achieve their desired impact. If a quote is vague or poorly placed, it can muddle the message instead of enhancing it.
As communications professionals, we need to be deliberate about crafting quotes that resonate and reflect the desired point of view, tone, and expertise. A well-chosen quote from a subject matter expert (SME) can cut through the noise, capture attention, and create a memorable moment in the larger narrative.
To ensure every word packs a punch, follow these five guidelines:
1. Keep It Simple
Concise, snappy quotes can often resonate more deeply than a cluttered, over-complicated sentence. Aim for around 20 words — enough to get your point across without watering down the impact. Focus on strong, memorable statements that drive home the point, and you’ll make your quotes shine, elevating everything around them.
2. Know When to Quote 'Em
Quotes have a time and place. To make an impact without overwhelming the narrative, direct quotes should make up less than 12% of your total word count. Use quotes to emphasize:
- Opinion
- Emotion
- Controversy
- The human element
- Pacing
One of my favorite methods for testing to see if a quote works? Read it aloud to assess whether it has good flow and a cadence to it.
Paraphrasing typically works better for facts, statistics, or actions. While these elements support your claim and help move the story forward, it’s not necessary to have a source recount a timeline or series of steps.
3. Focus on Impact
We've all seen quotes that start with: “I’m thrilled to share…” or “We’re honored to be a part of this…” These phrases state the obvious and don’t add any value to your narrative. Your audience wants to know how your news is going to affect them. Is it going to solve a problem? Make life easier? Bring satisfaction and joy?
Lead with the "how" and "why" to give the quote depth and relevance. Also, avoid jargon as much as possible. Unless you’re speaking to industry insiders, it’s likely your audience won’t understand it. Use clear, accessible language to keep the quote relatable and grounded.
4. Rewrite, Rework, Refine
People don’t talk in sound bytes — and that’s ok, no one expects them to. But as communications experts, it’s our job to make it sound like they do.
After an interview, review the conversation to determine your SME’s main points. Keep as many of their original words and phrases as you can, but edit and rewrite for clarity and conciseness. You’ll deliver a quote that’s more effective and polished, while staying true to the source's message.
5. Advance the Narrative
In school, many of us were taught to reiterate our message several times throughout our work to get the point across to the audience. In the real world, repetition isn’t necessary.
Each quote should be able to stand alone to push the narrative forward. Don’t use quotes to simply repeat something you already said. Instead, let quotes serve as storytelling elements that propel the content toward its conclusion.
The Final Word
The perfect quote is one that makes a lasting impact. Aim for short, human-centered quotes that keep the storyline moving, or consider omitting the quote entirely if it doesn’t add value. Remember: Less is often more.
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