Storytelling is a must in order to connect to your audience but many chamber pros simply don’t feel like they have the time to tell the chamber’s story. It does take time because your chamber story should flavor every part of your communication. It should also appeal to your ideal member so if you don’t have time to flesh out your story right now, you can use these pieces to begin breathing new life into your communications and content.
Quick Tips for Chambers That Don’t Have Time to Tell Their Story
You needn’t think of your chamber story as the great American novel nor is it War and Peace. It needs to do only a few things — entertain, educate, and inspire your ideal member. Easy, right? Not really. It does take time but here are some quick fixes while you’re working on it.
- Be human in your communication. Write like you speak. Don’t feel like you need to use MBA words like “synergy” and phrases like “managing the optics.” File these under empty words that waste space and fail to help you connect.
- Show things people aren’t used to seeing. Show images of the clean-up after the party or the food after the event. These are not the usual things people place on Instagram and Facebook but they help you stand out. Plus, images of clean-up tells the story of the success of your event and the crowd without having to say those words yourself.
- Say things in fun ways. MozCon is an annual digital marketing conference. The taglines and marketing they use include serious claims mixed in with fun like this one: “Exceptional speakers. Actionable tactics. Fist bumps for all.” This may not exactly be the tone for your chamber but it fits their brand conveying a serious and engaging description. You can do this too.
Remember, the chamber story needn’t (and shouldn’t) follow the “once upon a time” formula. That’s boring.
You want to target your ideal member and speak to them in a way they will find appealing. This includes the tone, vernacular, and problem solving that they will identify with. These shortcuts to content that attracts and engages shouldn’t replace a chamber story but they are a good place to start while you figure out exactly what you want to share.
A must read for all Chamber Professionals...