Context for success: Shaping your story for the big time

When it comes to shaping your story, there are myriad elements that factor into finding the right ‘hook’ or newsworthy angle that will guarantee attention.

For some people this can be the time of year (say a product that becomes a cult Christmas present), links to a famous person, the reimagining of a classic pastime or trend (think the current passion for mashing up retro snacks) or even the inclusion of a dollar amount with an astonishing number of zeroes behind it.

But not everyone is lucky enough to have this kind of immediately interesting and easy relatable angle to push their story. And that’s where context comes in – to tell people who mightn’t be familiar with your brand, business, sector or industry why your story is important.

To give a sun-loving example.

Australia loves swimwear. And there are so many fashionable options on the shelves already that the launch of a new label probably won’t rate much of a mention in the media, even though it’s the result of blood, sweat, tears, time and talent.

But if you throw in some context – ideally tying into topical causes and issues or solving a common problem – things become very different.

For example, are the swimmers made from a new recycled material that’s reducing ocean trash? Does the label provide wholesale employment for a marginalised sector of the community? Can people actually design their own pattern to create bespoke swimmers? Has the designer found a way to repel sand so it doesn’t gather in swimsuit nooks and crannies?

If the answer to any of these questions is yes, then suddenly you have an angle people can relate to or embrace, which gives them a reason to want to explore your story and then hopefully invest in your product as a customer.

In short, you gave them content AND context, fleshing out the ‘what’ with the ‘why’ or ‘how’ to illustrate the value proposition. And that’s how great stories come together.

For help in shaping yours, get in touch.

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