“one great example is“

These words are the magic key to getting people to read your online writing. Personal stories, experiences… EXAMPLES!

Writing for the web, especially the social/engaging/personal web 2.0… is about immersing the reader in the message. Letting them be a part of it, and letting them contribute to the story too (with their own examples even!)

Corporate communicators are used to “corporate speak.” Instead, we should be “corporate storytelling.”

Corporate message is important, but how you tell it on the web is different. Online, it’s like a conversation. Consider the contrast here if you were writing for an employee recruitment website:

1. “Our company is one of the best employers in the country with a reputation for excellent work-life balance.”
2. “I look forward to this one customer who brings me a cookie every Monday. It’s a great way to start my week. Connecting with the people I serve is the best part of my job.”

Which one makes you feel more engaged? I hope you said example two. Personal stories, told by real people are gold in online writing. Oh, and they’re easier to get too - just ask people to share their stories with you!