Storytelling Tip: Start with your customers


Storytelling Tip: Start with your customers
Today’s tip from JerryBrownPR’s Tips for Telling Your Story on the Experience Pros Radio Show
Listen to the Radio Version

By Jerry Brown, APR
Public Relations Counsel

MousetrapWhat problem do you solve for your customers? What need of theirs do you meet? How do you make their lives simpler, happier, better? How do you make their businesses more successful?

Coming up with the answers to the questions in that list is the starting point for your story.

Ultimately, of course, you want to tell your story in a way that benefits you. But the surest way to make sure your story benefits you is to tell us how it benefits us.

Inventors typically start with a problem that needs to be solved and figure out a way to solve it. If it’s a problem shared by enough people and the invention solves it better than anyone else, the inventor has a chance to become rich.

Another way to say that is “build a better mousetrap and the world will beat a path to your door” although we probably should update that to “build a better smartphone and the world will beat a path to your door.”

Too many people start their story by talking about themselves. And their focus as they tell their story is also themselves. Focus on yourself and the rest of us are likely to ignore or dismiss what you say.

Focus on how you can help us and we’re more likely to reward you with our business.


Jerry Brown, APR, is a public relations professional and former journalist. He specializes in helping clients develop the content they need to tell their stories. He also helps them develop strategies for getting their stories heard, understood and remembered. And he provides media training and presentation coaching for clients who need to tell their stories to reporters or in front of an audience. 303-594-8016 |

Listen to Jerry’s Tips for Telling Your Story every Tuesday at 11:05 a.m., Mountain Time, on the Experience Pros Radio Show on KLZ 560AM in Denver or at on the Internet. Missed it on the air? Listen to the archived tips.

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