How to tell a big story in just 90 seconds (with Louisa Preston and Luisa Baldini)
Mar 31, 2025
auto_awesome
Louisa Preston and Luisa Baldini, former BBC reporters and co-founders of Composure Media, share their expertise on distilling complex stories into engaging 90-second pitches. They discuss their 'Hook, Line, and Sinker' model, emphasizing the need to lead with a compelling image and overcome the challenges posed by expertise overload. With anecdotes from their time in journalism, they explore maintaining composure under pressure and empowering women in leadership through confident communication techniques. Their insights are invaluable for anyone looking to communicate effectively.
Engaging an audience in just 90 seconds requires starting with a strong 'hook' that captures attention and conveys vivid imagery.
Nonverbal communication, including assertive body language and eye contact, accounts for 80% of how messages are perceived and delivered.
Storytelling enhances presentations by making complex information relatable and memorable, fostering personal connections that resonate with the audience.
Deep dives
Engaging Communication Techniques
Effective communication starts with engagement, which can be structured through a three-part model: hook, line, and sinker. The hook should capture the audience's attention immediately, followed by the core message that delivers the primary information. For instance, using strong imagery or compelling anecdotes can enhance the opening and keep the audience invested in the content. This model emphasizes the importance of distilling complex messages into succinct statements that resonate with listeners.
Nonverbal Communication
Nonverbal cues play a significant role in how messages are received, accounting for approximately 80% of communication. Effective body language, such as maintaining eye contact and using open gestures, can convey confidence before verbal communication even begins. For example, walking into a room with assertive posture and clear expressions sets a positive tone for interactions. This highlights the necessity for individuals, especially in business, to be aware of their nonverbal signals to enhance audience engagement.
Adapting to Audience Expectations
In a world where information is abundant yet attention spans are shrinking, adapting presentations to meet audience expectations is vital. This involves making communications crisp and engaging, especially in a post-COVID landscape where reliance on digital communication has surged. Acknowledging that audiences may now prefer shorter, focused presentations aids in cutting through the noise of constant information overload. Techniques such as creating compelling visual aids or narrative elements are essential for maintaining audience interest in a crowded digital space.
The Power of Storytelling
Storytelling serves as a key strategy to create a personal connection with the audience, making complex information more relatable and memorable. By crafting narratives that include personal experiences or relatable analogies, presenters can enhance engagement and facilitate understanding. For instance, sharing a story about overcoming challenges can humanize a speaker and foster a deeper connection with listeners. This approach not only makes the presentation more interesting but also leaves a lasting impression, as audiences are naturally drawn to stories.
Cultivating Composure
Maintaining composure during high-stakes communication moments is crucial for effective delivery and audience perception. Techniques such as thorough preparation, managing internal dialogue, and adopting confident body language contribute to a composed presence. The ability to remain calm and project confidence helps to instill trust in the speaker’s expertise. This reinforces the idea that composure is a skill that can be developed and is imperative for success in both broadcasting and business environments.
How do you engage an audience in something that really matters in just 90 seconds? Where do you start? How do you overcome the ‘curse’ of everything you know?
In this episode Adam talks with two former BBC reporters, Louisa Preston and Luisa Baldini, about how they become experts in being compelling in 90 seconds, in careers where they covered everything from the 7/7 bombings and the Amanda Knox trials to interviewing Richard Gere on the red carpet. They now have their own business, Composure Media, that helps executives become brilliantly succinct themselves.
They discuss:
Their model for engaging in 90 seconds: ‘Hook, Line, and Sinker’
Why you should always start with your strongest ‘picture’
Overcoming the curse of expertise
The importance of the story that only you know
How to manage a confidence crisis
What to do when your Hollywood star goes rogue on live TV
And we close by discussing a big part of their work today: helping female executives develop a more confident elevator pitch and presence.
