David Garfinkel (the world's greatest copywriting coach) posted a nice video on story in marketing.
Two quick takeaways:
1) Story shortcuts the getting-to-know-you process. Speeding up the feelings of know, like and trust that need to exist for money to change hands.
2) Tell "Dissolver" stories about a person who had a common objection to your product, but who found it not to be valid when they tried your offering and had a great experience.
Nothing earth-shattering, but useful nevertheless.
David recommends three books...
Unlimited Selling Power: How to Master Hypnotic Selling Skills
Amazon.com: Unlimited Selling Power: How to...
Story: Robert McKee
(Genuinely eye-popping read I can highly recommended)
Amazon.com: Story: Substance, Structure, Style...
The Art of Dramatic Writing
Amazon.com: The Art Of Dramatic Writing: Its...
You can also follow David as I do on http://www.worldcopyblog.com
I don't know David personally. No affiliate connection. He's just someone who knows his stuff.