Writing Stories Your Audience Will Love

A picture of office supplies on a white table.

Do you recall the last great story you read, watched or viewed? Don’t give us that crap about how you don’t read because you don’t have time. Every time you scroll Facebook or Instagram you’re reading, whether it’s a post, video or an article you click on.

A story doesn’t have to be a 1,000 word essay. Hell, it doesn’t even have to be words. It is something that captures your attention and evokes emotion (at least that’s how we define it).

Pick the Right Medium

The right medium depends on your audience. You can choose from a whole bunch of content types, like:

  • Infographics
  • Videos
  • Social posts
  • Blogs
  • Articles
  • TikTok videos (you’ll have to ask Kim about this one)
  • Music (Shakira and J-Lo certainly told a story during the Superbowl Halftime Show. Most people missed it because of the—gasp!—stripper pole, but the story was there, nonetheless.)

Once you find the right medium, you’ll be able to talk to your audience where they are. That’s how you start to get their attention. Still, there’s a whole lot more to the process.

Think of Them

When it comes to developing, writing or composing a story, you need to connect with your audience and factor in how they receive information. You also need to figure out the type of info that resonates with them.

Ask yourself the following questions:

  1. What is the point I need to convey?
  2. What action do I want them to take?
  3. What will resonate with them?
  4. How do I grab their attention?

This is the exercise we go through daily when writing blogs, press releases, pitches, videos, posts, etc. We wish more people would utilize these questions before speaking. Imagine how much quicker meetings would go if we cut out all the filler.

See It in Action

Now for an example. Keep in mind the majority of news that comes out of companies is not earth-shattering or really that enticing. Our job as communication professionals is to find the “angle” or relevancy to the audience. It’s why it’s kind of important to define who your audience is. If you don’t know, contact us.

What we started with: Michigan Biennial Women’s Leadership Report

What we rolled with:

  • Barriers facing women entering the c-suite
  • Why more women should be running publicly traded companies
  • Men as allies: how can they help?

Results:

Another example: Phoenix Society for Burn Survivors

What we started with: A twin sister was burned in fire at a young age.

What we rolled with:

  • Identical twin sister is reminded everyday of what life should’ve been
  • Overcoming adversity as a burn survivor
  • Sister pursues career in medicine after her sister’s burn trauma

Results:

Knowing how to connect with audiences is what we do and telling stories is our jam. Connect with us, and we’ll get those results you’ve been craving.

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