How To Uncover Great Human Interest Stories

Uncovering great human interest stories is not overly challenging, and yet when PR and content marketing agencies go to work in building a plan/strategy for telling stories, they often simply tell the stories about the brand. Why? Probably because they think that is the easiest approach.

But we buy from people. We trust people. We read reviews from people. So, why don’t we tell the stories of people?

Most brands desire to be great versus good. Oftentimes, the limitations of becoming great are not found in its product, but rather its people. It could be a lack of leadership or an underperforming team. It could also be a lack of differentiation in a crowded marketplace or in the marketing/positioning of the brand story (the why you/why now).

Sony had a guy named Nobutoshi Kihara. He invented the Walkman, the camcorder and the digital camera, which are arguably three of the most important inventions that are all found in our pockets today. Apple had a guy named Steve Jobs. He founded everything under the “i” and then some. Sony never put Nobutoshi front and center. They put the brand front and center. Apple put Steve front and center. The difference? Perhaps good versus great. Coincidentally, they both died in 2011. One left the world forgotten, and one left the world remarkable.

Brands can also position humans in the form of a mascot (Dos Equis and the Most Interesting Man in the World) or even pay for it (Just Like Mike). Or brands can find the stories right in front of their eyes in their people, their stakeholders or their customers. Sometimes, simply asking “What’s your story?” or “Tell me one amazing thing you have accomplished in your life or time with our brand” can guide you to amazing stories that people (journalists) will want to tell and that people (your customers) will want to buy.

There is tremendous value in the “like me.” approach. We want to be like others. We want to be like the Most Interesting Man in the World or like Mike. So, when looking at your story and everywhere you tell it (website, social, etc.) — are you telling stories about your burger or the people who make it and the people who love it? 

Brands don’t sell brands, people do.