#55 - Four Pillars of a Compelling Student Testimonial
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:
LinkedIn: https://www.linkedin.com/in/sarah-whorton/
Connect with John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
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