Why Real People’s Stories Make Other People Care (And How You Can Take Advantage Of It)

The outcome of a balanced and well-crafted content strategy should be to gently push customers and employees in a desired direction.

What’s the best way to do this?

Let’s freshen up our memories from the post The Clue to a Great Story: Make Me Care, and point out that if people care they are more likely to act.

Real people’s stories weaves your compelling story

Since making people act is the goal, the trick is to create a really good story who make people care. (Dig deeper into the mechanics of a compelling story in the post The Clue to a Great Story: Make Me Care).

One great way to do this is to share best practices and success stories, where real people’s experiences constitute the core essence. Real people’s stories create emotions, and emotions make other people care.

Simple as that, right?!

Storytelling as a way to engage

In her post Telling Tales: Storytelling as a Communication Tool, Rachel Miller, writer of the blog Diary of an internal communicator and winner of various industrial awards, describes storytelling as a way to engage with people on an emotional level.

real people's storiesYou can listen to someone tell you to ‘to change’ but it becomes much more powerful if you listen to a story of someone who has gone through change“, she writes.

3 steps to make people care about your message

1. Make sure everything is about them

And by them, I refer to the people who work at your company, or the people in your special group or community. No superficial language, no buzzwords, no mumbo-jumbo. Just the genuine, authentic, real world experience of  your own people.

2. Tell the stories behind everything you do

Interview the people behind decisions, new products or projects. Have them explain with their own words about the background, the process and the next steps.

3. Use photographs of actual employees and your own organization

Never choose clip art or unpersonal org-pics from the web. It’s important to have content from your own organization, featuring your own people. It’s important that everyting your audience see is the real deal.

Dig deeper: I wrote another blog post about how to help employees understand why their job matters, and why they are crucial to the company’s success. You can read it here.

About the author

Anna Rydne is an award winning and highly skilled communications specialist with +13 years of experience in the field of internal and external communication, PR and marketing. What distinguishes her from others in her field of expertise is that she treats communication as entertainment. It's simple to explain why: if it isn't funny or relevant enough, people switch channel. Anna has a special interest in personal branding and she believes the road to success is trying. Based in Stockholm, Sweden, she's determined to uncover the secrets of how successful people and companies communicate. She tweets about all things comms, social media and marketing @CoSkills and writes for SteamFeed.com once a month. She holds a bachelor's degree in psychology. Contact her at communicateskills@gmail.com.

3 Responses to Why Real People’s Stories Make Other People Care (And How You Can Take Advantage Of It)

  1. […] articles about the best way to connect with people through the written word: by making them care. Real People’s Stories Make Other People Care is one of the articles I wrote and as an example I shared my own personal story about how social […]

  2. […] Real People’s Stories Make Other People Care Rate this:If you liked this post, please share it!Like this:LikeBe the first to like this. […]

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