Startup and technical business leaders often don’t tell their innovation stories well. They rely too much on industry jargon and complex detail to get their points across. This is a huge missed opportunity. When you’re doing good work, you want people to know about it. So whether you’re drafting website copy, a marketing brochure, or a press release, follow a few rules. (1) Use simple language to communicate your message. Jargon and complex terminology will only confuse the reader; clear, straightforward writing will draw in a broader audience. (2) Don’t cram many ideas into one story or release. Keep it simple, and build your narrative one idea at a time. (3) Consider hiring professional storytellers. Seek out writers who have crafted op-eds or articles for a variety of publications. It’s not easy to tell stories about complicated topics, but doing so is essential if you want your company’s work to be recognized.
Adapted from “Technical Experts Need to Get Better at Telling Stories,” by Karen Mazurkewich
