- Use a story to make a point - Stories just make the content way better - You can imagine the benefit for yourself - The viewer is in the story - Have your own story - Tell someone else's story - Metaphors use a lot - Bridge gap between expert and beginner - ex) to emphasize the lack of time you have in a day, you use fill in cups until your cup for YouTube is dry - Make them think - How can I come up a metaphor or a story