When done properly, storytelling for business can entice your audience and demonstrate the need for your offerings. A good story can evoke emotion, drawing in customers and making them curious about your product or service. However, when a story is done wrong, consumers can lose interest in your product—and potentially your brand.

As leaders in their respective fields, the members of Forbes Business Council have learned the importance of storytelling for business and why it’s critical to hone those skills. Below, they offered some actionable tips for business owners looking to craft and tell effective stories.