Take me somewhere

Photo by Laurie G.W.

A former TV news reporter once gave me some of the best advice I’ve ever heard about giving interviews, and it’s advice that works for almost any other time you’re talking with someone about the work you do.

Here’s what he said: Take me somewhere.

It's simple advice, but it makes total sense once you stop to think about it. Instead of just relaying facts and figures about our work in our usual nonprofit jargon , instead try to transport your listeners to a different place that they can see and feel in their minds.

What does that look like? For someone working in the environment, something like this:

“When you stand in parts of this pristine forest, it doesn’t look anything like what we think of as a redwood forest. It’s more like a ‘Hansel and Gretel’ forest. It’s dark, the ground is bare, and it’s quiet—wildlife isn’t drawn to it.”

Or a local preschool program:

“I spent a morning with those children in Inglewood and it was delightful–children reading books with each other and experimenting with different colors. And seeing the comfort level of the parents during drop-off just showed what a tremendous benefit this place is to the entire community.”

Or a public health program:

“Spend a day with these families in the Central Valley town of Mendota and you can see how the air quality is affecting this community. Every child is carrying an inhaler in their backpacks, and when it’s time for recess at school they don’t go out into the yard, but instead gather in the shade outside their classroom door.”

“Take me somewhere” is simple to remember and easy to do, and it always tells a much deeper story than just facts and figures. From a communications standpoint, it will always pay off for you.