Your audience is human. Tell them a story.
Story stories

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Why some stories work better than others.
Mr. Bates vs The Post Office: A Masterclass in Public Impact Storytelling
Why the ITV drama did what years of campaigning couldn’t - and what brands and organisations can learn...
Oppenheimaaaaargh - What The Film Got Wrong With Its Storytelling
or
How I Learned to Stop Worrying and Not Love the Film