Here is a standard corporate post:

"We are thrilled to announce Feature X! It is now available on our dashboard. Click here to try it."

Engagement: Zero. Trust built: Zero. Revenue: Zero.

Why? Because it's an Announcement. Announcements are for shareholders. Stories are for customers.

The Difference

  • Announcement: "We launched Dark Mode."
  • Story: "Our users told us they were getting eye strain working late at night. We realized we were part of the problem. So we spent the last two weeks re-engineering our entire color palette to fix it."

See the difference?

The first one is about features. The second one is about empathy.

The "Problem-Agitation-Solution" Framework

Next time you launch something, don't just say what it is. Use this structure:

  1. The Problem: "We noticed X was really hard for you."
  2. The Agitation: "It was frustrating us, too. It felt like a waste of time."
  3. The Solution: "So we built Y to fix it forever."

People buy the why before they buy the what.

Stop announcing. Start relating.