Telling your story is your greatest tool in finding, and keeping, new customers. Today, the canned sales pitch of old will gain you few fans. People want to feel an emotional connection – the kind that comes with being open, honest, and vulnerable. A story can – and should – be incorporated into all your forms of content to better engage with your fans.

Fact is, if you can’t properly tell a story then your products are not going to appeal to your audience. If you’re not sure of your storytelling ability, here are tips to bring your story to life.

Your Story is Your Brand Promise

Our first blog in this series discussed creating a brand promise and why it matters. That promise should be a part of all the content you publish, from your website, to your Facebook page. Every story you tell should reinforce your promise.

Telling a story just for the sake of talking is never a great strategy. Before you get going, ask yourself if it’s important for your audience to hear. Will it help them better relate to you? Will it foster a connection, or create conversation? Does it fill a need they have? Is it as unique as you are?

Make it Brief

We all know someone who goes on and on, never actually getting to the point of the story. Usually, one thought leads to another, and as they jump from topic to topic, you zone out and start daydreaming of ways to escape. Don’t be that guy! Give your audience the information that matters and leave out unnecessary detail.

Be Authentic

Don’t sugarcoat your life. We’re all human and we all make mistakes – and it’s pretty difficult to relate to someone who seems perfect all the time. People want to hear about everything – successes and failures. Sharing your shortcomings makes you more human, and more relatable.

Don’t Hold Back

Some of my best storytelling moments have come from oversharing, deeply personal anecdotes. Use salty language if that’s who you are. If you’re sappy and emotional, put that into your writing. Just be honest about YOU. CEO of Executive Speaking Success & Business Coaching John Bates said, “none of the facts and figures matter until you have some sort of emotional connection.” Use your real thoughts and emotions to create that connection in your story. You are unique in all you do!

Once you learn how to tell a great story, you’ll better attract new clients, and better engage current ones.