Businesses are being encouraged to share inspiring stories with consumers to take advantage of growing demand for good news.
“In the business world, we’re definitely seeing a shift towards consumers wanting to feel a part of something more important and bigger than ourselves,” said former journalist Sue Papadoulis, who last week created The Good News Movement community on Facebook.
She said the response to the page, which generated more than 2000 likes within three days, demonstrates there is a ‘genuine desire’ for positive stories in the media – and this sentiment is an opportunity for businesses to market themselves.
Every business has an inspiring story
“It’s often the back stories that inspire consumers to get behind a business, even if it costs them more,” Papadoulis said.
“If we know our vegies are organically farmed, which is helping save the environment, and we also know the vegie farmer actively creates better conditions for workers – then we will be willing to spend more on supporting that cause.”
“Every business has an inspiring story to tell whether it’s their history, an obstacle their customer has overcome or a new product that will change people’s lives for the better.”
People are interested
Papadoulis shared the story of dance company that runs classes in female prisons and the positive impact this is having on inmates’ stress, self-esteem and purpose.
“This positive publicity has led to mass exposure on social media and their classes being booked out,” she said.
“Too often businesses wrongly believe no one would be interested in their story or they don’t think they have one but every business has a story that will interest others.”
Good news strategies
Papadoulis said businesses wanting a ‘slice of good news action’ could consider the following strategies:
Life changing: Has their product or service in some way been life changing for a customer for the better. It might be the invention of an eczema cream that has stopped a child from being bullied at school.
Charity or community support: Has the business actively sought to raise funds for a charity or community project that is close to their heart? If this has helped the disadvantaged in some way it could generate positive stories.
Purpose: Does the business relate in some way to a purpose? For example, the Centenary of ANZAC Day on 2015 was marked in Melbourne by the hand knitted poppies that covered Federation Square. The project was created by a woman whose grandfather fought at Gallipoli, giving her a personal connection to the project. The display now has the support of the Victorian Government to be showcased overseas
Environment: As consumers become more aware of issues affecting the environment, stories relating to products that help minimize the impact on the environment are becoming increasingly popular. This could include anything from biodegradable nappies, and chemical free make up to organic food production.
“It’s the perfect time for business owners to be proactive and get their story out there either by pitching it to the media or sharing it on social media,” Papadoulis said.
“Social media pages like The Good News Movement are helping build communities of like-minded individuals who are sharing daily feel good stories.”
“I think there’s been a silent movement for some time now towards the need to hear good news.
About Sue Papadoulis
Sue is a former journalist who founded Publicity for Profit to teach businesses how to share their stories in the media.