Writing Tip: Do You Know Too Much?


Writing Tip: Do You Know Too Much?

By Jerry Brown, APR
Public Relations Counsel

Writing Tip: Do You Know Too Much?When it comes to telling your story, sometimes you know too much for your own good.

What’s the problem? When you know a lot, you may be tempted to include too much information in your story — to the point that the rest of us have trouble understanding what your story is. We can’t see your forest because of all the trees you’ve put in front of us.

I frequently warn clients not to let the facts get in the way of their story. I’m not suggesting they play fast and loose with the truth. I’m suggesting they avoid sharing so many facts that they forget to tell the rest of us a story we can understand and remember.

It’s easy to take something that’s simple and make it complicated. People do that all the time. And it’s really tempting to make your story complicated when you know too much. The temptation is to add all the exceptions and caveats to your generalizations. And to make just one more point in an effort to persuade us to buy what you’re selling.

It’s much harder to take something that’s complicated make it simple. And some people resist doing it. They equate simplifying your story with dumbing it down.

I’m not suggesting you dumb down your story. I am suggesting you simplify it.

Pare your message down to its essence. And craft it in a way that will attract our interest. Make sure we can see your “forest,” not just a collection of “trees.”

All those facts you want to share with us? Save them to share over time, once you know what part of your story we’re interested in exploring.

We all have stories to tell. Do you need help telling yours?


Jerry Brown, APR, is a public relations professional and former journalist who helps clients get their stories heard, understood and remembered. Need help telling your story? You can reach Jerry at 303-594-8016 |

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