A large hospital network in my area has billboards up all over town with this statement “A Passion for Robotic Surgery”. I imagine that the committee that approved this ad loves the message. It makes them sound technologically advanced. But what about customers? How does this story sound to them?
Who is the story for?
Who is a candidate for robotic surgery? What specific surgeries are typically robot assisted? Every patient asking their doctor about robotic surgery for procedures not robot assisted is counter-productive. Conversely, patients needing a specific type of surgery won’t know that only this hospital has these highly technical tools. Find ways to immediately tell your target member that this message is for them.
Why does this story matter?
Why do we care about robotic surgery? Is it less invasive? More accurate? Does it lead to less pain, faster recovery time and less complications? We don’t care so much about the method in this case as we do about the results. Tell us why this matters to us. Better yet tell us why your story will make us matter more.
How does the story make us feel?
A passion for robotic surgery does not make us feel much of anything (except maybe slightly creepy). For most of us, surgery is a scary thing. We want to feel confident that our doctor, their surgical method and the hospital where we recover are the best. We need to know that people like me go there. How could a new story increase confidence and help us with our fears? When you are developing a new story for your organization pay particular attention to how the story may make them feel.
If you are thinking about advertising your organization, product or service the story you want to tell doesn’t matter nearly as much as the story your members, customers or attendees need to hear.