High Road Communications

Think back to any book that has made an impression on you and ask yourself: what made that particular story so memorable?

More than likely, it was the characters in the book that hooked you.

In the real world, the best media campaigns borrow liberally from this concept.

A media campaign that doesn’t feature an interesting customer story is like having a dinner party without food. Without a compelling customer, you’re missing the meat (or vegetarian equivalent) of the story.

Customers are capable of sharing their personal experiences with a particular product or organization. An interesting customer can hook a journalist, keep an audience attentive and act as a credible third-party advocate of your client.

We already know a journalist’s central role is to tell a story. With a compelling customer, you’re making it easier for media to take interest in your client’s campaign. Interesting customers add colour, personal anecdotes, and most importantly, demonstrate the real value of an initiative or product you want to draw attention to.

Just like your favourite storybook character, an interesting customer will help captivate your audience and better communicate the story you want to tell.