You need a narrative to help people understand why you do your work. The story you choose matters a lot, particularly when you tell it online. To succeed in the digital space, your story has to be portable, relatable, and quickly grasped.
Here’s an example from The Washington Post. Babyscripts, a former client of mine, raised $8 million to create and market a remote monitoring app for pregnant mothers. The advantages of the Babyscripts app are many: When moms use it, they don’t have to go to the doctor’s office as often for routine checkups. Doctors can concentrate on high-risk patients instead. Everyone saves time and money, and a healthier pregnancy is the outcome.
That all might sound like a great story to you. But things are different when pitching a story to the media and asking journalists to tell it online. When I worked on telling the Babyscripts story I realized the company had good talking points. But talking points aren’t a good story by themselves. Investors will listen to features and benefits. Some customers might as well. But people encountering you for the first time will need to be engaged by a narrative richer than just a features-and-benefits list. .
The Babyscripts founders gained traction when they said, “We are two bachelors who created an app to monitor pregnancy.” It doesn’t tell you everything they do, but it gives you a sense of who they are. It hints at why they might want to do their work. They are interested in doing good. They took a leap. They have a vision. It’s that line that forms the basis of headline of The Washington Post story about them. Before the Post article, Babyscripts had been mentioned in Inc, and profiled in Forbes. I wrote a press release that certainly helped with that. But what really made them discoverable was finding their story and telling it. That is what gets you featured in The Washington Post.