Great stories aren’t complicated — they’re clear
- Danielle Hughes
- Jun 13
- 3 min read
By Lori Sussle Bonanni, elssus
I always start a client engagement with, “What does your company do? What problem are you solving?”
Many times, it’s clear and I get it right away. Other times, it’s a string of jargon and buzzwords like they’re trying to impress instead of explain.
Make complex ideas easy to grasp and hard to forget
If I get the jargon-filled answer, I reply, “That doesn’t tell me what you’re solving.”
Then I ask, “How would you explain this to your grandparents?”
That’s when I get the real story. It’s clear, simple and makes sense.
Same company. Totally different story. And that version lands.
Clear messaging isn’t about dumbing it down.
It’s about cutting the fluff so your audience actually gets it. Quickly.
Because if they don’t, they’ll move on. And that’s a problem. Think about your own inbox or mental capacity.
You don’t want to work hard to figure out what someone does, who they help or why it matters. Neither does anyone else.
If you want to amplify your impact, start here:
Cut the jargon: if they need a dictionary, your message isn’t ready
Be concise: clear beats clever every time
Tell a story: people forget stats not stories
Want more? I created a guide (aptly titled) Amplify Your Impact.
What PR Really Looks Like
Too often I hear, “I need PR.”
But most people don’t actually need PR. They need clarity on what they’re trying to say, who they’re trying to reach and how to share it in a way that sticks. They need guidance, not guesswork.
That’s why I created Own Your PR: Your Path to Visibility. It’s built for entrepreneurs and small teams who want to get noticed but don’t have time to figure it out from scratch. It’s practical, focused and tailored to your goals. It meets you where you are — whether you’ve never pitched before or you're just tired of being ignored.
Katie Bull, a nurse turned founder, put it this way:
“Though I knew I had a big message to share and secretly longed for anyone to give me a mic, I thought PR was for big businesses and managing celebrity breakups and breakdowns. Then I heard Lori speak…”
After we partnered to create her path to visibility, she wrote:
“Lori has been an invaluable investment I didn't know I was worth. Her insight, guidance and encouragement gave me the tools to harness and amplify myself, my message and my business.”
Katie didn’t just get ideas. She got tools she could use right away. And the results followed.
Within four months of launching her visibility strategy, Katie was quoted in US News and World Report, featured in several industry publications, interviewed on podcasts (that were on her wish list!), accepted to a prestigious accelerator and selected to speak at a national industry conference!
Before: unsure where to start, overwhelmed by PR.
After: clear on her message, confident in her value and getting noticed in her space.
The PR rollercoaster (and why momentum matters)
A great analogy for communications is a rollercoaster.
The climb builds your credibility.
The drop is your news moment.
But visibility is more than this — you need to sustain the momentum with a steady drumbeat of media mentions, speaking engagements, guest posts and thought leadership between newsworthy moments.
Before you can do that, though, you need clarity:
What defines you?
What makes you credible?
What are the hooks that make people pay attention?
Want to go deeper? My workshop Cracking the PR Code helps founders uncover their most compelling hooks.
Lori Sussle Bonanni
I help companies tell stories that connect and build trust — whether they’re just getting started or scaling fast. Through fractional communications, consulting and interim support, I partner with startups and Global 500s to shape clear, practical messaging that drives awareness, credibility and results.
From strategy to execution, I help ensure your communication reaches (and resonates with) your intended audience. No jargon. No fluff. Just stories that stick.
I helped a healthcare client use their Series A story to land media coverage and they went on to secure an additional $20 million. Want the full story? Check out the case study.
Your story’s worth telling. Make sure it’s heard.
For more, follow me on LinkedIn, subscribe to Simply Said, my newsletter or send me a note.
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