Tell Stories about SPECIFIC weddings, brides and situations. This is FAR more effective than just general ideas. “We care about our clients” vs. “Last October we played a wedding at the Omni Hotel. The beautiful blue eyed bride Julie was crying since one of the ushers suddenly became sick just before the ceremony. I gave her a hug and told her everything was going to be OK. She looked up at me, wiped her tears and smiled. I ushered in her family myself.” What is more compelling to you?