From apathy to advocacy

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From apathy to advocacy
Brought to you by the Ministry of Brand
Storytelling
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Everybody loves a good story
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Everybody wants to tell good stories about
themselves
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Conversation is a powerful weapon.
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We need to equip, enable and encourage
consumers to tell good stories about
themselves (and our clients brands)
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Being part of something big and important is a
powerful motive to tell a story
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So is the promise of emotional reward and
personal fulfilment
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Especially when its backed up by achievable,
practical benefits
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And even more so when the storyteller is the hero

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The best place to find your storytellers is in
their own homes. The best words are their own
words.
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Be open about what you want from them
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Give them simple, memorable soundbites they can
pass on to others
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Give them the facts, in detail
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Give them a ritual to follow and promises to keep
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Give them a badge of belonging they can display
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And arm them with the information to help them
defend their decisions
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Give them the tools to express themselves and
make something of their own
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Show them where to go and what to do
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Motive the reason and reward Means the
content and connection Opportunity the
invitation and incentive
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