So what does it mean, in practical terms, to "tell your story?" In a nutshell, it means giving your audience an authentic look into who you are, what you do, why you do it and why it matters. 

It means telling the stories behind your product or services and the impact it's making on real people's lives. It means showing the faces behind-the-scenes of your company (yours, your customers, your staff), hearing their voices, seeing them in action. 

Good storytelling is tactile, it's something you can see, hear, feel, sense. A good story moves you--both on an emotional level, and an intellectual level--by helping you learn something new or view things in a new light.  All these details help make a lasting impression on your customer and help them understand why they should care about your business, your mission, your services or your products.