This started as list about how a business should be storytelling to their audience. But when I was done I realized it was more about being a friend, a family member, a parent, a whole hell of a lot more than just a business person.
Your buyers want that story; your readers want that story.
Often times we offer people a grocery store when all they need is Chipotle.
Stop saying, “You guys”. You should always talk to your audience in their language.