How I found a unique story in Hawaii

Some of the clients we work with wonder if they have a unique enough story to tell. The truth is everyone has an interesting story. It’s just a matter of finding it and then telling it to the right audience.

Let me tell you about a time where I had to find a unique story in an oversaturated subject: travel.

In the summer of 2012, I was planning a trip to Hawaii. The islands are possibly one of the world’s most popular destinations and travel magazines receive hundreds of pitches about Paris, Hawaii, New York. Why would someone be interested in yet another story of Maui?

I learned that a chef was opening up a new restaurant in Maui. He was celebrated chef and one of the founders of a regional movement bringing back local ingredients to Hawaii’s food scene. This made him more interesting than the average chef, but it still wasn’t a story that would catch the attention of an airline magazine.

I started chatting with the Public Relations person of the hotel where the restaurant was opening, the bartenders, and also did online research. After some digging I hit jackpot: this chef just happened to be Former President Obama’s favourite chef. Now that I knew what my headline was I pitched it to an airline magazine and the story was published in August of that year.

Finding out this information wasn’t a lucky break. Hone your sense for looking for stories and you will catch the attention of your customers. Need help? Book a consultation with me and you’ll walk away with three story ideas about your business. Email me at to get started

3 Things New Businesses Should Do

New business owners often don’t think about their communications strategy until 6 months to a year after they launch. The right time to think about getting noticed by your future customers is on the same day you start panning your business.

The sooner you think of your communications strategy the easier it is going to be for you when you do reach the stage to pitch it to customers. Here are three things you can do right now to set yourself up for success.

1. Know Your Story

You need to know what your story is when pitching it. What is the most interesting and newsworthy piece of information about your business? What’s a headline? Many businesses overshare information when pitching to customers. Focus on the one thing that makes a good story and lead with it. Once you have their attention they will ask for details themselves.

2. Make Yourself Easy to Find

When a customer wants to connect with you make it easy for them to find you. You social media outlets, email address, address, and any other relevant contact information should be easy to find on your website.

3. Be Bold

It is never too early to start sharing interesting stories happening at your business. Always look at your business from an outsider’s perspective not from your self-critique’s voice. Are you launching a venture that will help the environment? Did your cat cafĂ© have a photo worthy moment? Share it on your social media, personal accounts, and website’s blog if you have one. A new customer is looking for you to tell them why they should be interested in your product or service. Be bold and tell them why.

These simple steps can greatly enhance your chance of getting noticed by customers. Would you like to discuss how we can elevate your stories? Send me an email at