Trying to Tell a Story? Know Why it Matters, Spark Action and Make it Clear

We’re all storytellers. What you say in an email, on the phone, by the soccer fields and in team meetings tells a story. At NWPPA’s Women in Public Power conference, I shared a three-pronged approach to help your stories pack more punch.

Before you send or share a story, ask yourself:

• Why should they care?
• Does it spark action?
• Is it clear?

1. Start with Why

Always start with why your story matters to the people listening. If you’re talking to utility staff about a change, how will it affect their jobs? People who get electricity or broadband access from your brand don’t care too much about utility goals or who’s in charge. They want to know how whatever you are sharing might change their bill.

Simon Sinek’s golden circle concept, Start with Why, is key in utility storytelling. Too often we start a story by telling folks what matters to us, not them. We might tell them how something is changing, the nuts and bolts of it. We might talk about what we’re doing. But often neither of those things will resonate with your audience. Odds are you’ll only catch their eye if you start with why your story matters to the person you’re trying to reach. Stories should trigger something in your audience.

Our lives, both online and offline, are packed with stories. Want to stand out? Know why the story matters.

2. Spark Action

Stories are shared to ask a person to do something. Buy! Sell! Sign up! Share! Before you tell a story, know your goal in talking to utility consumer-members:

• Are you trying to get more people to join a program?
• Do you want people to download something helpful to build trust with your brand?
• Are you working on lowering power use in a town through stories about saving energy?
• Do you want more people to sign up for your internet service?

Often people share a story, then forget to tell me (the audience) what to do next. Calls to action are key. If you’re writing a story, give the reader a way to learn more and take action at the end. If you’re posting a video on social media, tell people what they can do and give them a website for action. If there isn’t an action people need to take, stop. Do you really need to tell this story?

Before you share, always ensure your story has a purpose and sparks action.

3. Keep it Clear

The last part of this three-prong storytelling approach might be the most important. You can know your audience and connect with them in a strong way. Your story uses your goals to spark action. But if you don’t keep your story simple, you risk losing your audience.

Want people to remember your story? Make sure it’s clear and relatable. Avoid using long words to sound smart. Instead, these words and utility jargon become speed bumps, slowing down how easily your audience can grasp your story.

Check yourself:

• If you’re writing, avoid words over two syllables.
• Aim to write at a fifth-grade level or below.

This doesn’t mean readers aren’t smart. Instead, it ensures your message hits home faster and is clear so your audience can understand and act.

Bring Your Story to Life

The last tip I’ve learned from watching Utility Pioneers over the last 20 years is to show, don’t tell. People often tune out after the first minute of a talk or video. I catch myself skimming headlines in magazines, skipping most of the story if there are not pull quotes or images to jazz it up. And I LOVE stories!

Instead of using just words, mix it up. People recall more of what they hear and see than what they read. The more senses you use to tell your story, the more it sticks.

Try these ways to make your utility stories pop:

• Event drills
• Ride-alongs with other teams
• Hands-on workshops
• Town contests
• Podcasts
• Food trucks
• Booths at local events

When you add these lively ways to your talks about utilities, you’re not just telling a tale—you’re taking folks on a journey. Think of how people solve problems with Legos or feel part of the town at a local fair. These moments stay with them long after they’ve gone home. They turn big ideas into real things people can touch and feel, making tricky utility topics easier to grasp. Keep in mind, in public power each chat is a chance to build bonds, gain trust and move people to act. So don’t just share facts—get people involved and fired up about the key work we do in towns across the nation.

Stay Tuned for More Story Tips 

Want to keep getting better at utility storytelling? Search “The StoryConnect Podcast” episodes by topic at pioneer.coop/podcasts, and follow the podcast on Spotify, Apple Podcasts and YouTube. You can also sign up for our weekly blog posts for more ways to tell your story.  

Together, we can make Utility Pioneers’ stories stronger and create lasting connections with our community.