Crafting Your

Message

Everyone has a story.

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

How do you tell your story?

Too much

information

Too little

What is the point?

Why should I care?

A good story brings about an

emotional response

• A smile

• Excitement

• Sadness

• A memory

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

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

What do you want people to:

Know

Feel

Do

Believe

…about you and your business?

Communication

The story you want

to tell

The story visitors

want to understand

Authentic Connection!

http://www.carmanranch.com/pages/the-ranch

http://wilsonranchesretreat.com/our-story/

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

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

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?

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.

Tangibles

What are the facts

about this object?

Write down only

the things you can

actually see, feel,

hear, taste or smell.

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

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

Review and edit

Review your own work; read aloud

Ask a peer to review what you have

written

Proof, proof, proof again

Illustrate

Use images to further connect the reader to your message.

Happy Storytelling!

Now, get started.

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 umapinecreamery@gmail.com

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