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#55 - Four Pillars of a Compelling Student Testimonial w/ Sarah Whorton from University of Missouri System
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My guest today is Sarah Whorton, Senior Strategic Communication Consultant at University of Missouri system. Sarah has a background in screenwriting and leverages storytelling principles in her higher education marketing work.
In this episode, Sarah shares her insights on crafting compelling stories for higher education marketing. We discuss a four-point story structure she uses inspired by screenwriting, the power of vulnerability and struggle in stories, and how to get interviewees to open up beyond predictable, low-stakes answers. If you’re looking to improve your higher ed storytelling, you won’t want to miss this conversation.
Key Takeaways:
- Good stories start with listening first to identify the audience's needs, hopes, fears, and struggles. Craft the story to speak to those insights.
- A simple four-point story structure for higher ed: 1) Acknowledge the prospective student's need 2) Present the degree/program as the solution 3) Acknowledge the struggles students may face 4) Share how the school helped the student overcome struggles to succeed
- Ask questions that reveal conflict and get more authentic, vulnerable responses vs. predictable, low-stakes answers. Set proper expectations upfront.
- Share relatable stories of overcoming struggles, not just glossy success stories. This builds deeper connections with prospective students.
- Stakes create hooks to invest the audience in story outcomes. Establish stakes when introducing student needs.
- Compelling stories can be longer if the content merits it. Don't shy away from 2-3 mins if needed.
Example Video Mentioned:
- “Catch Up” - a story from University of Colorado Continuing Education
https://www.youtube.com/watch?v=9OHBTodd3D0
Connect with Sarah:
Connect with John:
- LinkedIn: https://www.linkedin.com/in/johnazoni
- Website: https://unveild.tv
- Newsletter: https://unveild.tv/newsletter
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