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.
Stories create emotional and rational connections.
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.
Stories create emotional and rational connections.
Use these tips to connect with your audience and tell the university’s story in a relevant, powerful way.
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.
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.