Tell Us a Story!

The average person relates to stories, not dry, generic points. This is why reporters always want eyewitness accounts of a disaster, as they tend to make more impact. People can see they are genuine, not official reports which have been through some sort of editorial filter. They are likely to make your point much more quotable. For example, instead of telling us that your customers like a particular product feature, tell us about someone in particular you were talking to, and how in specific terms they benefited. Try and put yourself in readers or viewers’ shoes. Stories taken from your own personal experience are more memorable, and they also boost your credibility as someone who really does know what they are talking about, as opposed to someone who just parrots the company line or waffles.