Selling is an important part of your story


Selling is an important part of your story
An ECO Operations Team Business Tip

By Jerry Brown, APR
Public Relations Counsel

Selling is an important part of your storyIf you’re in business, a major reason — often the major reason — for telling your story is sell what you sell.

That should be easy, right? Just brag about yourself and how your version of what you sell is better than everyone else’s. I make the best pizza in the world, for example.

Not so fast.

Without some evidence to back it up, my claim that I make the world’s best pizza isn’t all that credible. Am I telling the truth? How do I back it up? What do I mean by “best”? Your version of best might be different than mine. And you may want the cheapest pizza, not the best. Or your primary concern may be prompt delivery because you have a house full of hungry teenagers.

As Chuck Crenshaw pointed out in last week’s ECO Operations Team (ECOops) article, you have three choices when it comes to positioning yourself within your market. You can be:

  • The price leader,
  • The one who provides the best product, or
  • The one who provides the best service.

Where you position yourself within your market matters when it comes to telling your story because different segments of the market are looking for different things.

So, you need to know what you want to be known for before you’re ready to tell your story effectively. And you need to know whether there’s a receptive market for your version of what you’re selling and how you’re selling it. Positioning yourself as the cheapest Mercedes dealer in town and competing solely on price probably isn’t a winning strategy.

Make sure your story speaks to your customers’ needs. Give them a reason to buy what you sell from you instead of one of your competitors by telling them why you’ll do a better job of meeting their needs.

Customers who are looking for the leader in a segment of your market that’s different than the one you’re focusing on probably will take their business somewhere else. That’s okay, as long as the value you offer will attract a big enough portion of the market to make you successful.

The point is that it’s important to understand the segment of the market you’re targeting. And to focus your story on that segment of the market.

If you try to be all things to all people, chances are your story will miss the mark across the board.

Look for next week’s ECOops article by Linda Hughes, founder and social media maven of the Entrepreneurial Community Online (ECO).


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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