Tell a story of shared purpose.
Too many organizations tout their achievements. Hospitals love to advertise their awards. Advertising agencies love to do this too.
Press release after company press release tells of a new milestone or client contract the organization is “proud to announce.”
Even client testimonials are all about how great the organization is.
I encourage you to tell stories of purpose. Of promised lands. Of passion.
Share the gritty details about how a client almost hit the skids and how they emerged stronger and better.
The people you serve want something. That’s their purpose.
Help them see that their purpose is your purpose.
And, when they’ve achieved something noteworthy or newsworthy, help them share their story.
Not your story. Their story.
Faith Popcorn once wrote, “Connecting women to each other connects them to your brand.”
I believe connecting people to others like them connects them to you and your organization.
The way you do this is through a combination of storytelling, strategy and a carefully-honed system.
Instead of telling a story of achievement, try telling a story of shared purpose.
I’m confident you’ll be delighted with the results.