Now, how do we begin to find the best way to tell thestoryof that something?
Of course, the best way to tell a story depends entirely on your goals.
Are you looking to get more buy-in from your current customers?
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Open up a new market segment?
The best version of your story for each of these goals is probably going to be a bit different.
To be clear, these are groups that are already doing fantastic work.
But the right story informed by the right goal can help amplify impact.
Case Study 1: Heroes Carry Naloxone
Goal: More buy-in from current customers.
Clarifying Question: Is this the right story?
So I dont need that.
This was a narrative problem.
This means that carrying naloxone is principally about being prepared to save the life of someone else.
Listeners loved it and shared it.
One listener responded, This tells me what Narcan is and why I should have it.
(We couldnt have scripted a better comment!)
The Takeaway: For your current customers, are you telling the right story?
One that addresses concerns and provokes action?
Youre offering something great.
The Rolling Stone Culture Councilis an invitation-only community for Influencers, Innovators and Creatives.Do I qualify?
Clarifying Question: Who needs to hear this story?
A well-known nonprofit was offering job training to those in economic distress.
The program was effective and they wanted it to grow.
But they had exhausted demand from their regular client base.
This meant that they needed to identify and pursue a new market segment.
Good Loud Media has long expertise in using music radio as an outreach tool to assist those in need.
So, we worked with our radio partners to provide airtime.
Unexpected customers are still customers; Slayer and Megadeth fans need access to job training, too!
Then go where those folks live and tell the right story for them.
Case Study 3: Everybody Wants To Star in a Music Video
Goal: Build brand engagement.
Clarifying Question: Who is the best person to tell this story?
A friend was a youth outreach worker in a challenging neighborhood of Chicago.
He was helping kids make good choices and avoid becoming involved in gang organizations.
And, critically, they couldnt wait to show the finished product to their friends.
