Bernard Kavaler
Updated: January 13, 2020
Talking Points
7 rules of the road to drive you forward
By Bernard Kavaler
Whether you’re a small business, nonprofit, professional association or community group, seeking growth and advancing is pretty much a constant.
These seven approaches may not be lay-ups or guarantees, but they tend to work.
1. It’s not about you. Really. Understand your clients or customers’ needs, first and foremost. That may seem obvious, but it can be tempting to focus more on the spectacular array of services and specialties you offer. Keep an eye on the direction the lens is focused, and consider how what you say is likely to be heard.
2. Don’t lose the data in the stories, or the stories in the data. Personal stories are considered most compelling in the media environment that bombards us all. They’re more likely to resonate with intended audiences, at times breaking through and going viral. However, don’t overlook the data in those stories. The numbers can provide necessary back-up for the story you’re telling. Mix and match.
3. Panorama, plus close-up. Don’t limit yourself to reading only the most popular sites or sources, and your habitual go-to’s. Take a look at what else is out there — you may find opportunities to connect what you do to something else that’s happening, reaching new audiences or reminding old audiences that you’re still around.
Cast a wider net, then zoom in. Pivoting from something already in the news means you don’t have to forge a new path, just drive forward.
4. Collaborate, coordinate and cooperate. Broaden your base, extend your reach. Build alliances and be open to novel side-by-side opportunities. Partnerships need to be developed with care, but can drive you to new places in new ways.
5. Surprise people. Most of us love hearing a wonderful story about something we just couldn’t have anticipated. Tell your organization’s story in a fresh way, with a twist. Perhaps your product or your team provided an innovative solution. Did you step outside your lane to a good result? Telling how and why is likely to be noticed — and remembered.
6. Trends say something. You decide what. A slice of data, or even a good anecdote, can move the ball — but only so far. It is a solo voice in a vast expanse. Echoes and inertia usually aren’t enough. Try to build a chorus — it will resonate longer and take you further. Look for trends in your data that can help to make your case, explain what it means and why it matters. Start with facts, add a sprinkling of impact or implications.
7. It’s better when someone else says it. Extolling your own virtues is only a start. Don’t stop, but don’t rely exclusively on those results. Give others — individuals, organizations, customers, volunteers, donors — the tools to tell your story persuasively.
The path ahead may not always be smooth or straightforward, but it can be navigated successfully. Try this as a guiding light to help illuminate the journey: A picture may be worth a thousand words, but words are the catalyst for action.
Bernard L. Kavaler is managing principal of Express Strategies, an advocacy writing and PR firm.
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