I recently read a book that was completely cut-and-dry, to-the-point. Though I have a great appreciation for brevity, I also need something to keep my attention. The book was so straightforward, though, that it bordered on pedagogical and left me feeling like I was in one of my college chemistry classes . . . which is usually the opposite of the environment you want to curate with your book.

So how do you get around this challenge? Pepper in some stories. Please. Make it interesting. Your readers will thank you by not chucking your book into the recycling bin and possibly even giving you good reviews on Amazon.

What makes for a good story to include in the book? Here are a few key markers to look for when you’re digging around in your mind palace for an entertaining tale.

1. Make it relevant. We all have some crazy stories or funny stories or sweet stories that we love to share, but if it has nothing to do with the topic you are covering, you might as well just leave the story for cocktails with your friends. Think about the lesson learned from the story, even if it’s one that you wouldn’t necessarily spot right away.
2. Make it on-brand. Yeah. I said that. I have some crazy stories about drinking with the college marching band and the shenanigans that we all got into, but yet again, I’m going to save those for grabbing a drink with the girls . . . if ever. To be honest, some of those stories should NEVER surface again. My brand isn’t for college kids. It’s not purely for entertainment. And I try to keep it classy with the drinking references. Those stories are so not on brand. Make sure that yours always are.
3. Make it relatable. We’ve all talked to someone who told stories that were purely for bragging rights. I met someone a few years ago who was trying to impress my bestie by talking about his business and how he had sadly missed his goal of retiring by the age of 30. We weren’t business owners. We simply didn’t get it. It sounded like bragging. And he didn’t land a date with her either. Think about the audience you’re addressing in your book, and make sure the stories resonate.
4. Make it illustrative. For bonus points, share a story that actually illustrates the point that you are trying to make. I’ve read some books where the writer just shares stories as they pop into their heads. Though it may be amusing, if you’re writing a book for your business, it really needs to help explain what you’re talking about. And you have to explain why that story explains your point. That ensures that it sticks.

When you use story in your book, you open up the reader to a lot of things besides just illustrating your point. You are showing the reader that you are good at keeping their attention, you are interesting, and you are making an effort to connect with them. You are giving them an example of what you would be like to work with, what your energy is like, and how you would potentially be on stage or leading a workshop. They may not realize all these things, but they will realize that they like what they are reading and want to follow you or attend your events. Building that deeper connection through story is imperative!