I selected this article from copyblogger because it delivers, it's simple, straightforward and right on the money!
Here's an excerpt:
"I believe a story can potentially carry the entire sale for your product, even if everything else is technically “wrong” in your ads
** no clear call to action
"Nothing in the movie "Top Gun" told you to buy Maverick’s brand of sunglasses or join The US Navy. Yet, the movie “sold” both products to hordes of people.
**So, how do you apply this to your marketing?
1. The personal story
This is one of the most common landing page stories.
**This one is simple — you just “walk” people (step-by-step) through a painful problem you went through and how you achieved the result your readers are looking for.
2. The historical story
**This kind of story is extremely persuasive, contains nothing even remotely resembling “hype,” and can persuade people to buy things they otherwise might ignore.
3. The “meet the guru” story
**This one is related to the personal story, but it’s got more “pop” due the built-in credibility it gives you.
**These suggestions have proven to produce results, he gives more examples......
Curated by Jan Gordon covering "Storytelling, Social Media and Beyond"
Read full article here: [http://bit.ly/yVmlNV]
**** Recently appalled at how little copy was on maor ecommerce sites I was reviewing this articles seems prescient and important. Marty