"If you want people to remember you, tell them a story."
- Mark Schenk, professional story teller
By what mechanism does a story make me unforgettable? Simple. It engages with more of the brain than does straightforward logic. And the richer the story, the more unforgettable it is.
Most of us know that the left cerebral cortex is our main logic engine; and our emotional, creative work is mostly done on the right side. Other specific brain parts manage sight, smells, physical sensations, etc. So, it's totally logical that creation of a sensory rich, emotional experience through story-telling would imprint more completely and permanently in the brains of the readers, or listeners - even if it's an unpleasant imprint.
My old Greek friend, Aesop, had the option of simply preaching "the moral of the story." Instead, he told clever, short tales about "The Fox and the Grapes" and "The Grasshopper and the Ant." Of course, the one everybody knows is "The Tortoise and the Hare." That particular story has even kept its characters' names alive as useful words. I doubt that it will ever become "The Turtle and the Rabbit."
Tell me a story about some fantastic business payoff that arose from buying your product, and I will understand immediately. What's better - I will associate that success with you. Hand me a list of features, and I will quickly compare it to your competitor's list. Why invite comparison?
The best stories of all? Personal testimonial tales from happy customers. Not fluffy attaboys.