Storytelling is a critical skill for marketers. A good story, well told, can draw an audience in and give them a sense of personal connection with the teller. The ability to spin a good yarn often sets high-achieving marketers apart from their peers. Many people are natural storytellers, but even those who aren’t can learn this important skill.

We asked a panel of Forbes Agency Council members to open up about the most valuable storytelling lesson they’ve learned in their careers and why that lesson was so impactful. Read on for advice you can use to make your own stories more effective.