Companies need to sell you things, that’s how they make money and they use many ways to try and make you choose their brand. Many of the best ones use the power of personal stories and no brand is more expert at this than Nike. Nike haven’t dominated the sports shoe market for so long just because their shoes are so much better then Adidas, or Puma, one of the key reasons is that they tell better stories. How do they do this? It’s all in their mission statement
“To bring inspiration and innovation to every athlete in the world.”. They don’t tell you how wonderful their shoes are, they inspire you with stories of the athletes that wear them. This advert they made brilliantly reminds us that ,”Its not about the shoes”
People don’t care about soup, or about salmon- but they do care about Nana and her poorly grandson, or Frank who’s a bit clumsy and invented a new recipe when he dropped his salmon Tesco latest Food Love Stories campaign, also expertly tells personal stories about individuals to help us care about the product. Well rounded, developed characters make us relate to the product and care about it.
But you don’t sell shoes or soup, so how does this relate to the non-profit sector? Cancer Research UK are a masterclass in great storytelling, their vision is “to bring forward the day when all cancers are cured.”, their work is all about scientists in laboratories searching for cures for cancer, but the stories they tell are about the people who’s lives have been changed by better Cancer survival rates. Their Right Now campaign tells the stories of how every day people are affected by cancer “Right Now” and brings to life what Cancer actually means to people’s lives.
So you don’t have to just talk about the work you do in your communications, on your website, your social media, your press stories, tell personal stories about the people you help to bring the work you do to life and make your audience care.
Find out more about how to do this at my next workshop hosted by Media Trust on May 4th.