Storytelling Tip: Skip the grocery list


Storytelling Tip: Skip the grocery list
Today’s tip from JerryBrownPR’s storytelling tips on the Experience Pros Radio Show

By Jerry Brown, APR
Public Relations Consultant

Storytelling Tip: Skip the grocery listWe’ve all experienced a version of this scenario: Your spouse or roommate asks you to pick up a couple things at the grocery store.

Then a couple more things get added. And another. And pretty soon you need to write them down to remember what you’re supposed to buy.

There’s a temptation to do the same thing when telling your story: One point becomes two or three. And then a few more get added on. Pretty soon, you’ve pushed so much information at your audience that there’s no way they can remember it all.

You’ve given your audience a grocery list. And they won’t remember it.

In his book Selling the Invisible, marketing expert Harry Beckwith offers this advice:

  • “Saying many things usually communicates nothing.”
  • “If you deliver two messages, most people will process just one of them — if that. Say one thing.”
  • “After you say one thing, repeat it again and again.”

That’s good advice. All I would add is this: Be able to say that one thing in 10 to 15 seconds. If it takes you longer than that, we won’t remember it.

That’s my two cents’ worth. What’s yours?


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 10:05 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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