Just do your dance. Rather than “trying” to do an impressively unique dance. When you see the difference, you’d be refreshingly novel at everything you do. 🙂
In my experience with teams building websites to sell something.. what I’ve heard most are the words “pitch” and “conversion”. How about talking “benefit” and “convenience” instead? Pitch will happen if as a user you answer – “Do I see the benefit now?”, conversion will happen if you answer – “Is it convenient to make a purchase now?”. These are not going to happen, if we “try writing a pitch” and “design for conversion”.
One way to abominably fail at telling a great story is trying to write a “novel” story. Coz its not really about how novel your story is. Its about how novel your approach is in sequencing the experience, in drawing the emotional-graph.. to tightly engage the one listening to it.
My key learning from attempting to write a script for a movie.