The five audience motivators | Michael Melling | StratOak
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How a great concept used by journalists to tell compelling stories can apply to your storytelling too
The Poynter Institute in Florida is one of the world’s best training and development centers for journalists. One of its oustanding faculty members, Al Tompkins, created the concept of the "five motivators" for engaging audiences with stories. So, what motivates an audience to engage?
- Money
- Family
- Health
- Community
- Safety
Storytellers are encouraged to tie their content back to one of the motivators as a way to drive audience interest. For example, if you’re launching a new product, highlight the money it saves a customer and the time it frees them to spend on other things like their family. This is also a good way to look at key messages – why would the audience care?
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