In our me-too, look-at-me, always-on, multi-channel, click-away world, it’s hard to tell stories that spread.
Very hard.
In desperation, some choose to pander or shock. But attention alone isn’t a strategy. And first impressions tend to linger.
Your goal is to lead, influence or change things in some (preferably measurable) way.
You certainly need solid distribution channels for your stories. But good stories blasted to every purchased list, wire service and social media outpost available doesn’t guarantee engagement. Typically, it just positions you among the factories of digital noise and clutter.
So what can you do to help your stories spread without the crutch of gimmicks?
To increase the impact and reach of your stories, build a real relationship with one person at a time over time.
Quite frankly, there is no better way to earn the trust and attention of key stakeholders in your organization or industry than by looking them in the eyes and, first, listening to their stories.
I learned this working in hospitals. In hospitals, the most effective organizational leaders and medical professionals regularly “round.”
When making rounds, you physically show up in key departments of the hospital and talk with patients, families, nurses, physicians and technicians. It takes a lot of time — it can feel like wasting time. But, over time, relationships are forged that allow for informal, shorthand communications to take place.
This is something email, marketing collateral, ads, PR, content marketing, social media and even phone calls can’t do.
Imagine you have an announcement or news item you wish to share:
- Option #1 — You can pay for distribution on a PR wire, plus blast it out through social media and email.
- Option #2 — You can personally email a handful of industry journalists and thought leaders, knowing your chances are pretty high some or all will share it.
Which option gives you a strategic advantage?
In 2009, Hugh MacLeod wrote a killer post title, The Twenty. To paraphrase his main point, there are about 20 people in your industry or “space” who matter. Either they know you and your story or they don’t.
These “20” are typically a mix of journalists, thought leaders and clients. And, of course, in your world, that number may be more or less.
The point is that we listen to those we know, like and trust.
This was a key piece of the strategy driving Regis McKenna‘s ground-breaking work in Silicon Valley.
Your secret advantage in a digital world is a personal relationship with those who matter.
And, like any true asset, these take time to build.
Do you regularly meet face-to-face with “the twenty” who most matter to your story? Do they even know you exist?
(Image by Just Ard on Flickr. Used under Creative Commons BY-NC-ND 2.0)