Lure Them with Your “Lead”

YoungFredI was a rookie reporter (get a load of that press pass photo!) years ago for a Milwaukee newspaper when one day a senior editor called me in for a story conference.

As I listed the events I planned to cover that week, he suddenly slammed his fist on the desk.

“Berns, don’t give me that crap,” he shouted. “Give me your lead story!”

Humiliating to hear, but a good lesson on the importance of focusing on importance.

What’s your lead story?

How do you tell people what you do, once you’ve told them what you are?

How do you convey your importance and value as an interior design professional?

A good way to frame your lead story: explain how you help clients overcome their biggest design challenges.

Discuss how you help individuals update their homes when their lifestyles change and their kids move away.

Or how you help condo developers spiff up their common areas, so they can sell more units more quickly.

Awards and recognition make for cool lead stories. Have you won a window fashion competition? Has your office furniture been featured in an industry publication?

A key recent accomplishment can be an impressive lead story. Point out how you just designed the interiors of a spacious villa.

Or, “lead off” with other new developments in your business -– like your new design contract with a major hotel chain.

Your lead story should be concise, captivating and compelling.


Because you have less than a minute to capture the attention of prospects. After that, you lose it, and them forever.

A convincing lead story can convert a “contact” into a contract.

 The “Lead Story” Textbook

Even if you’re not crafty at crafting your lead story, one book can help you change that.

Sell Yourself! 501 Ways to Get Them to Buy from YOU is the textbook on how to pinpoint and promote your most powerful lead story.

This blow-your-horn, toot-your-flute success bible spells out how to use that lead story to wow anyone, anywhere at any time.

But it’s about more than selling your lead story. It’s about selling yourself.

It provides insights on how you can achieve peak performance and profits through personal promotion. It shows you how to communicate with confidence and establish your expertise.

You’re too good to be your own best secret. But you may remain one until you identify your lead story, and present it with polish.

If you’re serious about making yourself — and your lead story — memorable, get serious about adding Sell Yourself! to your business bookshelf.

For information and ordering details, click here.


Fred Berns provides sales and marketing coaching and copy writing for interior design professionals.

Enjoy this blog post? Subscribe below so you never miss another one!

Enter your email address:

Leave a Reply

Your email address will not be published. Required fields are marked *