Custom magazines in print and as online e-magazines lend themselves to organizational storytelling and credibility-building like few other media. Magazines with online counterparts tell the world you’re serious about what you do and that sponsors have confidence in your story.
Your audience has a relationship with you, and you with them. Magazines help to strengthen that relationship by creating a bond of common interests between your readers and your organization.
People have short attention spans. So we sometimes use copy as infographics when it makes sense. You can’t always sum-up the essence of your organization with infographics, but you’d be surprised how far you can go toward connecting what it is you do and why it matters to your audience.
In storytelling, we try to place the focus on the people, not the things. Even when your story is about “things,” it always comes back to how “people” are affected by those things. So we tell the story from the perspective of the people. It makes it infinitely more interesting and, thus, more engaging.
Because maps are valuable interpretive devices in storytelling, we like to include them in publications. They help describe relationships and put into perspective the scale of organizational operations. And, lucky you, we have the good fortune of being professional mapmakers.
Your table of contents is much more than a listing of content. It is, in fact, the blueprint for how you want readers and viewers to unwrap your story. We give this as much thought as the content itself. It isn’t always about the packaging, but when it is, it is.
Have fun. If you aren’t having fun telling your story, your readers and viewers won’t have fun digesting it. Even when we have pure information to convey, we want to have fun with it, presenting it to your audience as an appetizing literary buffet, not as a school lunch line of mere sustenance.
Evocative imagery is a powerful component in good storytelling. Our Show-Me Mapping folks are fond of saying that if a picture is worth a thousand words, then a map must be worth a million. Yeah, okay. But a thousand words from the right image is still pretty darn good!
Focus on the stuff that matters to your audience. This seemingly obvious rule is tragically overlooked more often then you’d probably imagine. Usually by well-intentioned leaders of organizations who feel compelled to justify their existence with ‘coverage of the entire waterfront.’ Find the issues that matter to your audience and punch them forward. That will, in turn, draw your audience nearer to your organization, at which point you may show them as much of the waterfront as they care to explore.
Ask and answer. We control the discussion by asking the questions your audience wants to have answered. This helps bring some of your most important stories to life and frame them in such a way as to engage. Without this approach, some of your best stories might otherwise remain buried beneath a thousand words of copy.