A great story will include these elements:
- Real people like your members, attendees or exhibitors.
Don’t just look for those in leadership positions. - A difficult problem or challenge.
What are the top three issues impacting your attendees’ business success? What are the real reasons members don’t register or exhibitors decline to show their wares? Are the challenges different for each of your primary segments? Consider stories for each. - How did participating in your events help them solve their problem?
Details are important. Err on the side of brevity. - A powerful emotional connection.
This is what really makes your story have an impact or even go viral. Work hard to find that emotional hook. Stories that have a strong emotional ending are usually the ones that have the greatest impact.
If yours is not a compelling story, the likelihood on connecting with your audience is slim.
