What makes a story good?

Brilliance Jones
Jun 17, 2025
3 min read

Stories drive action- What's a story that invited you to do something you'd never done before?

Telling a story well is an art. Every piece of art you love is a story in itself. Whether it gives you pause or sparks conversation, great art and great stories make you feel something.

One of the interesting drawbacks of being a strong storyteller is that the better you are at it, the easier it looks to everyone else lol! But let’s be real, effective storytelling isn’t exactly what I would call "easy".

As someone who’s worked in communications leadership for over a decade, I can tell you firsthand that it takes a lot of thought, intention, and strategy to capture someone's attention and keep it. And honestly- getting their attention is just the beginning.

A good story feels like a necessity- it's something you feel compelled to continue to ingest. Your interest is piqued, and your involvement seems inevitable. You've probably come across some good stories this week already that led you to become involved or take action.

Some examples of that could be:

Liking a post or following someone on social media whose content resonated with you
Visiting a website or a brick-and-mortar store to check out a product you saw in an ad
Signing up for a newsletter to be the first to know about a new opportunity
Making a donation to a cause you care deeply about, or have just become aware of
Joining a conversation online to help drive awareness
Purchasing a ticket to a local event or global concert (Here's lookin' at you, Mrs. Carter!)

A good story makes your audience feel something valuable enough to respond with their time, talent, or treasure. And when that happens, you know you’ve struck gold.

If telling a good story is a part of your journey, this is the space for you. I'd love to know how I can best support your vision- schedule a Coffee Chat with me or connect with me:

LinkedIn: linkedin/in/brilliancejones

Instagram: @balancingbrilliance

In the meantime, here are four tips to help get where you’re going:

4 Tips for Telling a Good Story

1. Validate the Value

Make sure your audience knows why the story matters and who it matters to. Don’t assume they’ll connect the dots; give them a reason to lean in. Tell them why this moment, experience, or idea is worth paying attention to. Pro tip: This is especially important if you’re building a brand or advocating for a cause. Show people what’s at stake and what’s possible with their support!

2. Capitalize on the Arc

The best stories take you on a journey, even if it’s short. That moment when someone’s listening and leans in to say, “Then what happened, friend?!” That’s gold. Keep the energy rising, don’t peak too early, and definitely don’t drop them off a cliff.

3. Snap Back

Let people feel, but then remind them what they can do. Ground the story in reality by helping them understand how to engage right now. Can they support the work? Get involved? Learn more? Tell their friends? The best storytellers inspire action in real life.

4. Make It Nice & Ask Twice

People might be unsure at first, but if you ask again in a different way, they might say yes. The first ask could be for a donation; the second could be to volunteer. Or it could be a simple, “Follow for more,” and then, “Send this to your best friend.” Assume people want to get involved, then give them the options to do it in a way that makes sense to them.

If this resonated with you, let me know:

Save this post so you can come back to it when you need a refresher.
Tell a friend who’s trying to build something with meaning.
Book a Coffee Chat with me and let’s work together to take your story to the next level

And now… coffee!

Lazy Girl Macchiato Recipe

A little warmth, a little boldness, and absolutely no stress.

You’ll need:

½ cup coffee + chicory (or strong coffee)
¼ cup hot or steamed milk (dairy or non-dairy)
1 tbsp sugar-free brown sugar syrup
Dash of cinnamon

How to make it:

Brew your coffee.
Heat your milk (froth if you’re feeling fancy).
Stir in the brown sugar syrup and cinnamon.
Pour the milk into your coffee. Sip. Exhale. Strategize.

See you next week for Episode 2: How to Stay Strategic When Things Feel Messy.

(Hint: It’s all about the narrative!)