Business Development General Marketing Good Content Opinion

Telling your story credibly

Fit to print vs. print to fit. What’s the difference?

Credibility vs. con job.

A credible story is fit to print. Puffery fills space. An article telling your story in a compelling way is a powerful credibility builder for your company and can be distributed in a variety of ways. In contrast, a “puff piece” is nothing more than a glorified ad with a short shelf life.

The audience knows the difference. And reacts accordingly. Credibility builds your business. Puff builds your ego.

Obviously, the choice is yours.

It’s challenging work, but the payoff is worthwhile.

Telling a relevant story requires two things:

  • a relevant story to tell
  • the ability to tell it well

Think of the analogy of a general assignment reporter. One day, that reporter may be assigned to cover a fire, the next to cover a political event. It’s that reporter’s job to become educated quickly, research the subject thoroughly, and prepare an accurate story.

Whether the industry is asphalt paving or health care, there are many good stories out there waiting to be told. In many different ways. And through many different vehicles, from articles to websites to social posts. Maybe yours is one of them.


Mark Lusky is a veteran writer, storyteller and author, with 40+ years of public relations, advertising, marketing and journalism experience. Author of A Wandering Wondering Jew… and co-author of Don’t Get Mad, Get Leverage,  Mark (aka The Happy Curmudgeon) is the owner of a Denver-based marketing communications firm celebrating 36 years in business in 2018.

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