We all love stories and we have done since we were knee high to a very short thing. What's not to love? Good guys to bond with and bad guys/animals to despise; activity to enthrall us and, usually, a happy ending to make us all warm and fuzzy inside.
So why do so many small businesses still insist on telling their target audiences what they do instead of telling a story around a project they've already done with someone similar?
Something along these lines would be good:
Recently I helped a client (who happened to be just like you) to resolve a problem he had (which I'm sure is a problem you've faced recently), helping him to achieve his goals (most likely similar to what your goals are) in a very short period of time.
(optional bit coming up) You'll never guess what he did then (What did he do, says the listener)? He told his mates and they want me to help them too.
I don't know about you, but I would much rather that than:
This is what I do.. Can you work out how that can help you?
Use Stories My strongest subject throughout my school career was English. I excelled at it because English was my second language until the age of 6, and I was so frightened to stay behind in remedial language classes at such a young age that it drove me to excel. A story such as this one helps you relate to me a little bit more. Good content not only tells a story that will help you relate to your audience, but it should also incorporate additional neuroscience principles.