- Something new or interesting to say
- Proof points (data or research or deep insight)
- Illustration (video, images, case studies to bring it to life)
- Call to action – to engage and motivate your audience
Be strict about your storytelling
June 28, 2024
Here’s a nugget that will turn your good campaign into a great one.
On the basis you have at least the following in place:
Now comes the hard part – the bit that many people either scrimp on or start watering down: storytelling.
Discipline over how your story is told is the difference between people listening, remembering and engaging, or not.
Get strict over your story telling.
Once the campaign has been through sign off, been jigged, re-jigged, and un-jigged, are you still left with a coherent, compelling story?
When you have, it’s time to lock that in and not budge.
A good example of this is the work we recently carried out with a client of ours Sage .
We spotted a trend that could help promote its accountancy software for sole traders and small business owners by focusing on how many people in the UK now have a second job running alongside their main – a side hustle.
This turned out to be nearly 50% of working people across all ages.
We doubled down on this, crafting it into a positive story, delving into why this was happening and bringing it to life with case studies.
The most important thing to remember was storytelling and ensuring the story did not get lost or picked apart by the journalists:
That more people now have side hustles; therefore they need an easy way to submit their accounts; Sage has the solution; go and find out how they can help.
We landed 39 individual stories across mainstream media, including front page of The Times print edition and ITV News – all with top client messaging that followed that pattern.
All down to being strict on storytelling.