I've said it before and I'll say it again…I think the most powerful 6 words in the English language are "Let me tell you a story." (yep…there are 6 words). When you make that simple statement your audience leans forward, sits up and pays attention. The right side of their brain opens up. They want to be led. They want their imagination to be lit up. They want to be amazed. In short, they're open for business.
On the other hand, when you say, "Let me sell you something" the opposite happens. Walls go up. The brain goes on alert. Each and every word is filtered, screened, scrutinized, and parsed. Your audience sits back, crosses their arms and dares you to get through to them.
So what are you saying on your website? Are you trying to sell something or are you telling stories? Here are a couple of great examples. Wendy's has a campaign where they want to hear your "Wendy's stories." Here is an example from the country band Rascal Flats. (BTW, interesting that they didn't post this video on You Tube but rather kept control of it on their own site. Look for the Rascal Flats video on the right) If Wendy's can evoke all those warm fuzzy feelings talking about hamburgers, how powerful do you think camp stories can be?
Here's another example from CCCA member camp/conference Mount Hermon. It's one thing to have people write in and tell you how much they love your place but Mount Hermon is being much more intentional here. Just like Wendy's, they are asking for your stories. And they've given you an easy way to submit them.
But as powerful as the written word can be (spoken by a writer!) never discount the power of video. You Tube is now the number 2 search engine behind Google. People love video and nothing conveys the emotion and the passion like real video (as compared to scripted, studio shot. Don't you dare!).
I think back to my days as a camp director. Being at camp on Saturday morning, the last day, was like payday. So many people, kids and parents alike, coming up to me and telling me how camp had changed their lives. Gushing. Crying. Laughing.
Wouldn't it be cool to have a video camera right there, right then to capture those stories…in the moment? Then you could have videos of kids telling their stories to kids who go to your camp Facebook page. You could have videos of moms telling their stories on your website. Pretty powerful stuff and so much more compelling than, "Camp Pine Tree has been serving churches in the tri-state area for the last sixty years!" Whoopee. Snoozeville.
Stop just writing copy and start telling stories.
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