Spreading YOUR Message!

You want your message to be contagious so it can spread and be the best message it can be! There are 6 Principles of Contagiousness that can help guide us in making a successful message. The Principles are knows as STEPPS: (Reminder, not all 6 principles are required)

• Social currency

• Triggers

• Emotion

• Public

• Practical Value

• Stories

I thought it'd be great to dig a little deeper into this last principle: Stories.

Storytelling is a great concept used by marketers to portray and spread an idea through a narrative. A example of great storytelling (in my opinion) are the John Lewis adverts. I'm sure you've heard of the John Lewis Christmas adverts, which lots of people, especially in the UK anticipate during the Christmas season.

John Lewis is a high-end department store found through out Great Britain. The reason I chose John Lewis as an example of good storytelling, is because although they are a department store they do an excellent job at highlighting values and beliefs through their adverts. Have a look at the John Lewis Christmas Advert from 2015: Man on the Moon.

This advert perfectly captures the audiences, evoking feelings of compassion. Note how the advert did not try to make you buy anything, nor did in place any items in that they sell within any of the shots. The advert was solely for telling the story of the man on the moon and the young girl who watches the lonely moon man from earth.

I think the advert is trying to tell us to remember to be generous and compassionate, especially in a busy time like Christmas. How did that advert make you feel? What do you think the message is?

Using stories is a great way to spread your idea, stories are relatable, evoke emotions, and are seen as trustworthy because they personal, are deemed trustworthy and if effective, are easily remembered.

It is, also, very important that your storytelling is relevant and up to date with the rapid changes in society and in technology. You can easily stay up to date by accessing blogs & newsletters, using social media platforms and by simply listening and watching the changes happening around you.

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References:

Images:

PMC 2020, Digital Technology Taskforce Established, image, accessed March 2020, <https://www.pmc.gov.au/news-centre/domestic-policy/digital-technology-taskforce-established>

Classy 2020, Improve Donor Engagement by Telling the Whole Story, illustration, accessed March 2020, <https://www.classy.org/blog/improve-donor-engagement-by-telling-the-whole-story/>