Be personal

A good story creates an emotional connection. Try putting the audience at ease by engaging them with the human side of your brand. There are real people behind every brand, no matter what your finished product is.  A reader must care about the characters, so chose real customers or staff members that readers can identify with.

Hold my interest

Your story has to go somewhere – facts and figures do not make a good story.  Think about its essence, have can you make your product launch, award win, customer sevice excellence, trading anniversary into a great story?

Cause an audience to take action

A good story can not only build awareness and recognition – a good story can cause a reader to take action.  You need to be ready to explain what they can do next and how. It could be commenting on your story, sharing their own or even contacting you with an order.