It's no different than an actor developing a character for the movies or TV. The memorable ones bring us back time and again. The character draws us in while the story keeps us involved.

OK. Let's break down the three types you can develop. (Always be true to your audience and yourself when choosing your path.)

1. Leader - YOU lead by example.
YOU tell them what to do.
A true leader focuses on his followers problem and not his or her own.
YOU'RE the expert because you say you're the expert.
YOU'RE stuff works because you say it works.

2. Crusader/Adventurer - YOU make the shocking or accidental discovery.
YOU expose what "THEY" don't want you to know.
YOU crusade FOR them and against the establishment.

3. Reporter/Evangelist - You report on a "before and after" scenario that is true.
Focus on "Loss" and "Redemption". Think of a movie where the hero hits the skids then becomes the greatest hero ever.

Your storyline should follow some sort of path of your "character". Such as:

Before and After Is your story about better memory? Weight Loss? Physical healing?

Discovery Did you discover something revolutionize how you live your life? Your family's life?

Secrets Money Secrets? The secrets that got me... showed me...

3rd Person Testimonial Someone you know (of) who can attest to the success of using the product or service.

Us Vs Them The little guy VS the big guy. "David Vs Goliath"

There's the quick and dirty of how to get inside your prospects mind. Always try to enter the conversation going on in your customers mind. Then approach them with either Problem/Solution, Getting Ready To Buy, News Gathering or Entertainment responses or offers.