+1 Laura. Storytelling is key.

Keep in mind that a good story needs to be tailored to your audience, so understanding who you're selling to is really important. I find archetypes, or storytelling patterns, super helpful, too.

You also need to find a way to stand out from the crowd. You can't afford to be generic. Authors use a process called 'character profiling' to develop robust voices, and this technique works really well for developing your brand's voice as well.

I recently gave a presentation about these two techniques. Here are the slides if you want to learn more: http://www.slideshare.net/mobile/bijou628/engineering-effective-communications

If you have any questions, here's my link for a free call. I'd be happy to chat with you. https://clarity.fm/andreagoulet/howdy