How to Write to the Right Audience.
The principal exclaimed, “I don’t want this to be the end of our story! I believe wholeheartedly in the work we do—I’ve invested my life in it! But if we don’t increase our enrollment this year, we’re going to have to close our doors, and everything we’ve done here will have been for nothing.”
It was 2007 and being the owner of a small video production company at the time, Matthew Burgos understood all-too-well that feeling of desperation. And that is why he was there—to help this small private school in Brooklyn produce a video that would increase awareness and enrollment. They needed something to turn the tide, or they would have to turn off the lights. The principal glowed as he recounted story after story of local families who had invested their hard-earned money into their children’s education by sending them to private school. Instinctively, Matt knew that in order to boost their numbers, he would have to tell the transformative stories of the families they served. In the course of their conversation, Matthew established the elements of a story (see Donald Miller’s book, Building a Story Brand):
HERO: Prospective parents
PROBLEM: Parents having difficulty locating a private school offering quality education, great teachers, and a safe environment at an affordable price,
GUIDE: our client: The Private School
PLAN: Excellent after-school programs, faith-based curriculum, extracurricular activities, and small class sizes for one-on-one attention,
CALL TO ACTION: The point in the story at which the hero/parents must choose whether to act on the plan
Resulting in either:
FAILURE: The hero (parents) not enrolling may result in the hero’s child being lost in the public-school system, losing their faith, etc.
or
~SUCCESS: The result of the parent’s enrollment may result in the same success shared by the alumni, many of whom were accomplished working adults, wonderful parents, and active community members, and some of whom had even returned to the school to become teachers and principals
One month later, Matthew returned to deliver the promo and the results they paid for. As the video concluded, the principal’s demeanor transformed from desperation to utter disbelief. With tears in his eyes, he exclaimed, “I can’t believe it—YOU TOLD OUR STORY!”
Matthew replied, “Yes, because we told their story!”
Ultimately, the video boosted student enrollment and faculty morale. In fact, this small private school in Brooklyn went on to tell the story and change the lives of hundreds more students.
Ready to tell your story? Not sure where to begin? Download our How-to guide to storytelling.
