crafting your message - oregon tourism...
TRANSCRIPT
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Crafting Your
Message
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Everyone has a story.
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Why share?
Storytelling is the
new marketing
Use your story to
connect and
compel
Travel writers are
looking for good
stories to share
Start with your
story and adapt
it for many uses
Breakfast at Wilson Ranches Retreat
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How do you tell your story?
Too much
information
Too little
What is the point?
Why should I care?
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A good story brings about an
emotional response
• A smile
• Excitement
• Sadness
• A memory
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Visitors often seek something
of value for themselves
Entertainment and fun
A learning opportunity
The chance to connect with their heritage or experience another’s
A closer relationship with nature
An association with where their food is grown or produced
Pick-n-Patch, near Cove
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Your story facilitates a
connection between the
visitor and you
Provide meaning, not just information
Accurate and balanced information is
your responsibility
Audiences must care before they can
value
Use your knowledge and experience to
help them draw their own meaningful
conclusions
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What do you want people to:
Know
Feel
Do
Believe
…about you and your business?
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Communication
The story you want
to tell
The story visitors
want to understand
Authentic Connection!
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http://www.carmanranch.com/pages/the-ranch
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http://wilsonranchesretreat.com/our-story/
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Writing is scary!
Remember your school days and the
writing assignment
Facing a blank screen or sheet of paper
Whether told verbally or in writing, every
story needs a little bit of organization
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Organize your thoughts
outline – create an outline of the items
you want to share
what is the core message you want the
reader to absorb?
throw it all on the paper; then pull out the
concepts, phrases and words that best
convey your message
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Take the plunge!
What do you want visitors to know?
How can you convey this through story vs.
“just the facts?”
What do you want visitors to feel?
What element of the story might prompt
this?
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Choose what is relevant
Compelling stories connect people
emotionally to a place, activity or person
they encounter.
Narrow down and present your story in a
way that will draw interest and inspire
people to do business with you.
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Tangibles
What are the facts
about this object?
Write down only
the things you can
actually see, feel,
hear, taste or smell.
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Intangibles
What does the object mean to you?
How does it make you feel?
Does it prompt a memory or desire?
What connects you to the object?
Events, people, ideas, values, experiences; These are the intangibles. They are the things that will make people relate to you, become inspired and possibly become your ambassadors. “Bottle of Water” story
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Use your unique voice
Your style is an asset
Write like you speak – be genuine
Filter – remember, once written and
presented, what you have said can’t
easily be retracted
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Review and edit
Review your own work; read aloud
Ask a peer to review what you have
written
Proof, proof, proof again
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Illustrate
Use images to further connect the reader to your message.
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Happy Storytelling!
Now, get started.
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Writing Exercise – Story Pitch CREAM OF THE CROP
Food tastes better when consumed close to the source. At Umapine Creamery (www.umapinecreamery.com), ten miles west of Milton-Freewater, you can taste cheese made in an immaculate kitchen just steps from the dairy that provides the cream. You can visit Jersey-cross calves, just days old, watch while “Bossie” is milked, and get to know Brent and Yvonne Carroll, the proprietors. The Umapine Creamery was started to introduce artisan cheeses to northeastern Oregon. Milk is from pastured Holstein, Jersey and Shorthorn cows. The cheese compliments the fabulous array of wines, beers and fruits available in the region. Visitors take home delicious cheese and cherished memories. Discover why a retired teacher and a school nurse are making cheese in rural eastern Oregon.
Contact: 541.861.2009 or [email protected]
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Create a Story Pitch
GIVE IT A TITLE
Briefly describe what your story is about.
What makes it compelling? What will be
of interest to readers? What makes this
story unique?
End with the contact information for the
person who will be interviewed