Everyone loves a story – and heritage places have stories to tell. Your story is a great way to communicate what is special about your heritage place. You can also use it in all your marketing materials: flyers, website, e-mails, and social media posts. Telling your story in an inspiring and emotional way will increase the number of visitors and paying customers who will come knocking at your door.
The average human has an attention span of 8 seconds. You need to grab their attention in these first 8 seconds, then keep them riveted with a compelling story through the end.
All stories have a beginning, middle and end, with a story arc that takes your audience through these elements. Take them on an emotional journey that will help them remember your historic place and to share this story with others. All your staff and your volunteers should know this story, so that they can inspire others to share it. Word-of-Mouth marketing is one of your most effective marketing tools.
This story will become the foundation of future marketing. You will tease out elements of this story to tell on social media and through promotional activities.
Numbers and facts won’t engage your audience. Bring your heritage place to life with a story about the history of what has happened there, the people who have been part of it and how these roots tie it to your community. Instead of talking about fixing a leaking roof, find those elements that speak on an emotional level, that will engage your audience and entice them to share your story with others.
Tell your story in visuals. Photographs and videos will capture your audience’s attention and imagination better than a thousand words. Include people in these photographs and use them to support your storyline. Keep videos short, entertaining and focused on your story. A video should be no longer than two minutes, so plan it out before recording. Just like pictures, you can use more than one video. Consider making short videos which focus on particular parts of your story.