One may be the loneliest number in the song lyrics, but ONE has all the power when approaching the media with a story idea.
Often a client wants us to help them attract media to their small business, non-profit or cause, citing all the wonderful things the organization has accomplished – the gazillions of new customers, dollars raised, people helped, years in service or other such statistics.
That’s the media reaction, and you get your feelings hurt. But it doesn’t have to be that way. Sure – you’ve got a story, but it isn’t in the big numbers, it’s in ONE person. ONE shining example of how your company, organization or non-profit has made a difference in ONE person’s life. Not hundreds of lives. Not thousands of lives.
Tell Great Stories
It is counterintuitive, but it is human nature. We don’t relate to concepts – and numbers are concepts, as are programs, theories and acronyms. We relate to individuals.
If you are raising money to feed starving children, don’t tell me that there are 12 million hungry children in the United States. It’s too overwhelming, and it sounds like a concept. Tell me a story about ONE hungry child, and how ONE person changed that child’s life through your organization. That’s a story that the media will love.
Get Customer Testimonials
If you’re in business, dramatize your success by finding ONE happy customer to write a testimonial for you that can be turned into a powerful ad, sales tool and Web site addition. Then find ONE more … and ONE more. Each ONE, used with their name and photograph, builds your reputation and your brand.
The next time you are looking for a big idea to promote your organization, think small. Think ONE.
The Buzz Factoree is a Hampton Roads, Virginia, boutique PR and marketing firm that helps businesses buzz their brand by discovering, writing and telling their stories. We use traditional and online PR and marketing strategies and tactics to help make our clients’ businesses more profitable. For more information, call (757)930-0032 or email [email protected]