Your organization probably tells people WHAT you do. Here's why WHY is so much more important.
I’m not a marketer. I’m a storyteller.
But the lines between the two blur are blurring.
I’d even say story is THE most important element in marketing because it allows your WHY to break through the noise.
Let me explain.
Tagline #1: We offer job recruitment services to mothers looking to re-enter the workforce.
Tagline #2: We empower women because they lift entire communities.
Which statement pulls you in more?
For me, it’s #2 - by a long shot.
In eight words, I understand your organization’s WHY. I don’t know details of what you do, but I know what drives you as human beings.
Why does that matter?
Because connection comes fastest and strongest from our shared humanity.
Let’s break it down.
We empower - You don’t just want to help, you want to strengthen hearts and minds to become self-sufficient. You are Yoda helping Luke Skywalker find his OWN way.
women - Immediately, you’re narrowing in and painting a picture of you in action.
because they lift - A woman’s strength knows no bounds. I read this and recall admirable women who’ve made a positive impact in my life, who’ve lifted me up and countless others.
entire communities - Not only are women strong, they selflessly look out for others. It’s programmed into our DNA and makes us natural leaders.
But this is NOT easy. In fact, I’m still working on it.
Hey there! I’m Mary Knox Miller
Educator + Video Strategist + Photographer helping mission-driven organizations tell their story + connect with their audience one human being at a time.
Let’s break it down.
Hey there! I’m Mary Knox Miller - I’m intentionally casual to be perceived as approachable (and I am!).
Educator + Video Strategist + Photographer - My expertise so you can quickly filter if I’m relevant to you.
helping mission-driven organizations - I want to work with organizations motivated by serving something greater than themselves. Why? Because that’s who I am and who I connect with best. And if I’m going to encourage vulnerability through storytelling, you’re going to have to trust me, which means we have to connect way past reason.
tell their story - I produce videos, take pictures, and write - but those are the means, not the end. I reach higher. I can teach you how to create, but really I want to empower you to recognize your story, craft it into a compelling narrative, and communicate in a medium that suits you. Why is it important for YOU to decide the medium? Well...
+ connect with their audience - People know when they’re being sold to. Plus, they can smell fake a mile away. This is why marketing doesn’t move people. Meaning does. Connection does. And you’re not going to connect with everyone - it’s not possible. You want to connect with people who believe what you believe and are motivated by the same things. How do you find them? Well...
one human being at a time - You want to cast the net as wide as possible, and you should because you’re doing a.m.a.z.i.n.g things. But anytime you communicate to your audience, talk to them as if it’s one person. Use you / me, instead of they / us. Why? Read this email again and tell me which is more powerful.
Oh, and don’t forget your call to action! (CTA)
Work With Me - I make it crystal clear what the next step is if you’re ready to take action beyond signing up for Hook + Hold. Don’t assume your viewer knows the next step. Always, always, always include a CTA.
Good stuff, right?