Tired of being the "Best Kept Secret"? Let's change that

May 27, 2024

Have you ever felt like your nonprofit or business is doing amazing things, but no one seems to know about it? 

Like you're the world's best-kept secret? 

I get it. It really sucks. 

I've certainly felt that way myself in the past and so have a lot of my clients over the years.

Even when they're changing lives, making a real difference... their story isn't getting out there. And that means they're not reaching the people they could be helping.

But here's the thing: it doesn't have to be that way.

I spent the last year and a half really perfecting the StoryScience Method, which is essentially the distilled knowledge from my last 13+ years working with causes and the 15+ years as a journalist and magazine editor before that (now I sound old!).

While there are a lot of elements that go into getting your story perfectly right, it's more often than not just one thing that isn't landing.

Take the health organisation I worked with. They were on the right social platforms. They understood their target audience really well. They posted at the right time of day, but things weren't coming together.

With a bit of digging, we realised it was just that the tone of voice they used for their young teen audience sounded more like a parent talking to them than it did someone who really spoke their language.

We turned their campaign into messages entirely written in emojis and BLAM. They tripled their clinic bookings in less than a month.

Honestly, I want you to remember. Even when you feel like you're so far away from the outcome you want - it's often one or two little tweaks away from success. 

Here are a few questions I'd start with, if you're not sure what you're still such a well-kept secret:

  • Can you succinctly tell people your organisation's story in a few sentances.
  • Is that story emotionally powerful and engaging?
  • Could you describe your ideal audience to me, as if they were a real person? Do you know how they feel? What they like / don't like? 
  • Are you investing in one or two digital marketing channels and doing them really well?
  • Do you know that these platforms are the ones your audience is most likely spending the most time on? 
  • Do you know the right time of day to send your marketing out into the world... for your audience? 
  • Are your stories being overlooked or are they compelling enough to grab attention and create emotional connection to your organisation over time?

Work out which of these get a no answer. They are the things you need to work on the most, right now. 

In the meantime, remember: your story matters. It has the power to change lives. Let's make sure it's heard.

Happy storytelling,

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