Storytelling is one of the most effective ways to market a product or service in any industry today. Since most brands are using this method in their campaigns, it’s important to have the storytelling skills you need to set your content apart from your competitors.

Even the most adept writers can get blocked sometimes and find it challenging to tell a good story. That’s why it’s so important for marketing leaders to constantly brush up on their storytelling skills. Below, 12 members of Business Journals Leadership Trust share a variety of actionable ways to hone your storytelling skills and keep your content unique.

8. Start with the end in mind and consider listeners.

I always start with the end in mind. What is the objective I am trying to accomplish? Select a story that illustrates something relevant to the people listening and to the objective you are trying to accomplish. Practice your story on others and ask them if the message you are trying to convey is achieved. Is it compelling? Does it have emotional and rational resonance? Is it convincing? The End. – Aviva Ajmera, SoLVE KC