around here on the warrior forum we are desensitized when it comes to feeling the buyers emotions ( well some of us) just don't work that well. we want testimonials, screen captures or any other form of proof that you can think of. here we are a real facts orientated place.
However, to the rest of the world, stories still reign supreme.
happy stories, sad stories, action stories, they all have a place in the world and they should have a place in your ads.
Johnny Carson, the late night king for 30 years combed the newspaper every morning, called up his head writer, gave him the news and every night he had a monologue full of the current events of the day.
there's no reason why you cant do the same thing with your ads.
go out and read the paper/web, watch the news, look at pop culture, find stories and relate them back to your niche.
Gerry Spence a lawyer, hasn't lost a court case since the 60s... because he used stories in his briefings
Gary Halbert, told all kinds of stories in his ads. he is regarded by many as the best copywriter of all time.
Johnny Carson, told a story every night he dominated late night tv until he retired in the early 90s.
Jesus, used parables to teach life lessons to the masses.
tell a story to sell more.