There was a time when it was necessary to give scores and schedules on the radio, because people were depending on radio to deliver that information. There was no internet, twitter, cell phones, smart phones, I Pads, etc. That was then, this is now. Nothing disappoints me more than when I hear a sports update that goes something like this…
“The Giants beat the Colt 37-3. It was the Bills over the Lions 10-7. Bengals fall to the Browns 27-7 and the Steelers stole one from Philly 21-20. Tonight it’s the Cowboys and Rams. Kickoff at 8:30.”
The score doesn’t tell the story. The fact that the Cowboys and Rams are playing is not a story – it’s a detail. Tell me a story. Here are some ways you might flesh out the scores (all made up scenarios)
“Peyton Manning is still scratching his head after throwing 4 interceptions and racking up negative 15 yards rushing in the Colts 37-3 loss to the Giants. The Bills and Lions account for an all time NFL low…a combined 135 yards of offense.Buffalo wins 10-7. The Browns rally, posting 27 unanswered points in the fourth to upend the rival Bengals 27-7. Philadelphia baubles a onsides kick and turns the ball over with 12 seconds to go. Steeler’s QB Ben Rothlisberger fakes the hand off, casually walks towards the sideline and then runs 44 yards for the game tying touchdown. The extra point is good for the win with no time on the clock. Steelers 21. Eagles 20. Tonight, The Rams look for redemption with the Cowboys. St. Louis hasn’t won a night game against Dallas in 10 years. Both teams are looking to stay above .500 on the season. Kick off at 8:30″
Tell me a story. Fill it with action. Keep in the active tense.
Ever watch Sportscenter? When was the last time they just gave you a score? Never. They make you work for it. SportsCenter goes through all the highlights in the game chronologically and then – at the end – tells you how it ended.
It takes more work. It takes more creativity. It takes more time to write. It’s also more entertaining, more informational, easier to listen to, and it makes you a sought after commodity. Make yourself relevent. Be a story-teller.