The personal insight that counts

People relate to stories, not dry, generic points.  For example, reporters always want eyewitness accounts of a disaster, as they are much more memorable.  People can see they are genuine, not second or third-hand reports which have been through some sort of editorial filter.  They will make your message much more quotable.  Don’t tell us that your customers like a particular product feature, tell us about someone in particular you were talking to, and how in specific terms they benefited.  Try and put yourself in readers or viewers’ shoes.  Rather than saying ‘the economy is developing very fast in Brazil’, a point anyone could make, perhaps you can say “The pace of change in Brazil is extraordinarily rapid at the moment – I’ve just come back from a trip to São Paulo, and there’s a massive difference compared to my last visit ten years ago, you should see …” then go on to paint a picture of what you witnessed with your own eyes.  Personal stories like this are more quotable, and they also boost your credibility as someone who really does know what they are talking about, as opposed to someone who just sits behind their desk all day and pretends to know.