As we tell the stories of Missouri State, we should be clear. We should be interesting.
We should be authentic. And we should be consistent.
Which connection are you trying to make?
Stories create emotional and rational connections.
Emotional storytelling
Shows your audience you stand for something bigger
Connects with their values
Gives them motivation to act
Makes it real for them
Surprises them
Rational storytelling
Guides them along the way
Gives them the proof
Doesn’t overestimate what they know
Helps them understand their options
Doesn’t underestimate what they’ll understand
Tips for powerful storytelling
Use these tips to connect with your audience and tell the university’s story in a
relevant, powerful way.
Write in a confident, conversational, professional voice.
Use punctuation marks to add emphasis to statements, but use exclamation marks sparingly,
if at all.
Be concise. Sometimes it’s okay to use phrases instead of full sentences.
Be specific. Don’t say "breakfast" when you could say "steel-cut oats with blueberries
and almond milk."
Use contractions to convey an approachable, friendly tone.
Use the active voice.
Use strong verbs. They're short and personal, and they're a direct link to the emotions.
Guiding principles
Getting our story down clearly and compellingly takes a combination of instinct and
discipline.
Good writing feels purposeful, intentional and above all, believable. Here are several
principles to keep in mind when crafting your next communication.
There’s a world of difference between a transfer student and an alumnus, and what’s
important to an international student is different still. Write to the reader’s experience
and expectations, and your story will resonate.
Use the second person “you” and “your” to engage and motivate the reader. Our brand
platform defines us, but every piece you create is about the reader.
Imagine you’re writing a letter to a friend or a loved one. It will naturally focus
your message, and keep you honest in every sense.
People are busy. Attention spans are short (and getting shorter). Determine your one
essential message, and stick to it. Mixed messages are rarely effective.
An effective headline is as much an invitation as it is a declaration. It makes an
undeniable appeal to the reader that goes far beyond labeling the content below it.
Pay off your headline, get to the point, support it well and finish strong. The goal
is to get your reader all the way to the end. Reward them for their time.
Statistics, rankings, totals and rates of success aren’t the story; they exist to
help make your case to the reader. The numbers can add to your message, but they’ll
never take the place of it.
We are an institution like no other, and our work has meaning. Our language should
never feel expected, and readers needn’t be insiders to identify with our story.
Use bold, direct statements to capture attention. And get to the point as quickly
as possible.
Use first-person plural and second-person pronouns (“we”/“us” and “you,” where appropriate).
It engages your reader in a direct, human way.
Every communication won’t contain every detail, so focus on what’s important.
Consult our core messaging when you’re creating communications and look for places
to include key ideas.
Give your reader a reason to care. Lead with audience-specific benefits (what they
get) and back them up with our brand attributes (what we offer).
Back up statements with proof points. Share real, honest stories of the work we’re
doing.
Vary the cadence within communications. Mix short sentences with longer ones to avoid
falling into a rut. Check for rhythm and flow by reading passages aloud.
A headline should be more than just the name of the thing we’re talking about. Since
it may be the only thing our audience reads as they scan the copy, make sure it’s
interesting and informative.
We write like we speak, but we align that with our brand personality. This may occasionally
mean breaking a grammar rule or two. Used judiciously, contractions and sentence fragments
add personality.
Give your audience a clear call to action, so they know exactly what you want them
to do (or know or feel) after they receive the information.
Considerations
After writing any communication, you’ll want to gut-check it. Here is a list of considerations.
If you can’t answer with confidence, revisit your work and revise it.
Does it align to our positioning statement?
Does it lead with a benefit?
Does it pair a corresponding benefit and attribute?
Does it sound like something a person with our brand’s personality traits would say?
Does it sound even better when you read it out loud?
Is it appropriate for the intended audience? Does it convey the relevant aspects of
our personality?
Does it get to the point, without burying the key message?
Do the headlines convey our voice, instead of simply labeling the content?
Does it move beyond simply stating the facts to reveal something bigger about Missouri
State, our mission and our place in the world?
