Each and every one of us is a storyteller. We think in story. We process our world in story. We communicate in story. Storytelling is the No. 1 skill you can build today that will set you apart. It’s one of three communication strategies that will sharpen your persuasive edge.

Today, I will be talking about three public speaking tools to help you stand out and get ahead. These are very simple strategies that have stood the test of time. The reason we need tools is because ideas don’t sell themselves. They need someone to advocate for them, and that role falls to you.

The ability to communicate and get your ideas across persuasively is the single greatest skill that will give you a competitive advantage. You cannot just tell people what to do or give them advice and they will suddenly act on it. You have to do some convincing. As advisors, you offer valuable knowledge and information. But it doesn’t mean much if you cannot convince the other person to take action based on the information you provide.

There are different types of stories that you can tell. There are what are called “me stories.” Those are stories about your own personal experiences. There are also what are called “they stories.” Those are your case studies or examples from other clients. Then there are “we stories,” which are stories of how we, together, can create an insurance plan to protect you and your family.

Every great story has a structure. Act 1 is the setup. That’s what the world is like today for your clients. You describe the current situation. Act 2 is the conflict. What might happen if your clients are underinsured or if they don’t have a financial plan in place? Act 3 is the resolution. How will your financial plan resolve your clients’ problems that you brought up in Act 2 and give them peace of mind so that everybody lives happily ever after?

Now that we have talked about storytelling as a concept, I’d like to offer two more communication tools. They are specific. They are actionable. They are effective.

One is to communicate the big picture before the details. There is a famous example in neuroscience literature. It reinforces the idea that it’s easier to remember things when you start with the big picture. For example, if I give you a set of random words and ask you to memorize those words, your brain is going to start trying to fit all of the words together to see patterns.

For example, here is a random set of words. [visual] How would I go about memorizing these words? Let’s start with “raincoat, umbrella.” What’s the next word? “Sandals.” I see “boots.” How about if I start with “sandals”? Let’s go “sandals,” “boots.” What are the other ones? “Raincoat,” “umbrella.” Do you see what’s happening? My brain is trying to figure out patterns.

Now what if I looked at it in a completely different way? What if I gave the hierarchical structure first? What if I started with rain gear? “Umbrella,” “raincoat,” “boots.” Then I gave you beach gear: “sunglasses,” “swimsuit,” “sandals.” Giving the big picture first makes it easy to fit in the rest of the words. People who are given a random set of words in a structure with a big picture first find it much easier to remember all that information.

Let me give you a tool that will help you communicate the big picture for your clients. I call it the “log line.” In a Hollywood pitch meeting, a screenwriter pitches an idea for a movie, typically to a producer or a studio executive, and that screenwriter is asked for a log line: “In one sentence, what’s your movie about?”

Here’s one of the greatest log lines ever written. Steven Spielberg, director, walked into a studio executive office in 1975 and said, “I’ve got an idea. It’s a movie about a police chief with a phobia for open water who battles a gigantic shark with an appetite for swimmers and boat captains.” I’m sure you can figure out what the movie was. “Jaws,” of course.

TED asks its speakers to have one idea that they can talk about for however long the presentation is, usually 18 minutes or shorter. That one idea has to be specific and easy to remember. Speakers have to focus on one big idea that they can say in one sentence. It’s a good exercise for all of you. For example, what makes you different from other financial advisors? Can you tell me in a sentence or two? Every product you recommend should have a sentence or two description. Can you express what it is and why it’s important for your clients? That’s the log line and it is much easier for people not only to remember but to follow the rest of the discussion.

Now let me offer one tip if you are going to deliver a presentation virtually: The text on your slide should reinforce the log line. In other words, when you’ve decided on that one key message that you want to get across, that one key message should be on the slide in text form and nothing else. That way, your listeners are hearing it and seeing that text message. It’ll be much more memorable and easier for them to bring back to a spouse or partner.

But remember, that is the key message; that is not your entire presentation. What are you going to do with the rest of it? Let me talk about one tool that is easy to remember, easy for you to adopt and is remarkably effective. It’s called the “rule of three,” one of the most powerful concepts in writing and speaking and in delivering presentations. A story should have a beginning, a middle and an end. In literature, we have “The Three Little Pigs,” “The Three Musketeers” and the genie who grants Aladdin three wishes. The rule of three is universal.

Humans have a capacity for only three to four big ideas. Don’t bombard your clients with too much information. Keep it to three details they need to know. Give people three benefits of an insurance plan that you’ve put together or three reasons to take your financial advice. Complex information requires simple communication, and the rule of three is a good way to keep it simple. Ask yourself, What are my three supporting messages? One main idea, which is the log line, should be followed by three or four supporting messages, such as three reasons to work with you or three benefits of a particular policy.

Let’s review. Keep three tools in mind when you are trying to persuade someone to take action on your ideas.

No. 1, we are going to tell personal stories about ourselves, our background or our experiences. Those are “me stories.” No. 2, we will tell “they stories,” stories about a client or a customer or someone we met, stories that will help us form a connection with our listener. Finally, tell “we stories” by painting the picture of how we and our clients together will help them fulfill their dreams. Whichever story you choose, try to fit it into the three-act structure. That’s the first tool that you should keep in mind: Be a storyteller.

The second tool is to create a log line. In one sentence, what is the one thing you want your clients to know?

The third tool is, support your big idea with three supporting messages. Do not bombard your listener with too much detail, too much information. Stick to three.

Your ideas matter. If you match the power of your communication with the power of your ideas, you will stand apart.

Carmine Gallo is a three-time Wall Street Journal bestselling author, international keynote speaker, Harvard instructor and communication advisor for the world’s most admired brands. He delivers highly customized, engaging, inspiring and actionable multimedia keynotes based on his international bestsellers. Gallo shows brands and individuals how to master the ancient art of persuasion to stand out in the modern world.