Generic messaging fails for a simple reason. It speaks to everyone, which means it actually speaks to no one. The messages that stick, the ones people repeat, forward, and act on, are never written for "employees" or "stakeholders" or "our valued customers." They are written for one person, with one specific frustration, in one specific moment.
That’s not a nice idea about storytelling. It’s a framework, and once you see it, you can’t unsee it in every all-staff email that gets ignored and every campaign that gets remembered.
In this episode we get the five tip framework behind stories that actually stick, from a communicator who has spent her career studying why some messages disappear the moment they’re sent while others get repeated for years.
Listen for:
3:17 The Five-Step Framework for Sticky Stories
7:12 Finding the Frustration: Real Communication Examples
10:34 Break the Fourth Wall to Make Messages Memorable
13:54 The Recipe for Stories People Remember
Guest: Eduvie Martin, FCIPR, Past President of IABC UK and Ireland
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Doug Downs
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