A story, or just the description of an event?

I came across this blog post: How to Write Great Copy using Storytelling Techniques - appearing in the Men With Pens Blog. LOL, what a great name!

Here is a little excerpt:

Everyone loves a good story. Stories draw us into our imaginations and make us feel like we’re right there watching the tale unfold before our very eyes. A story can stir our feelings and make us cry or burst out laughing.

Because they’re so powerful, stories are very useful for copywriters. Good stories can move people to action. They can encourage sympathy and instigate donations. They can cause an uprising or a revolution. They can provoke a response or influence readers. They can sell.

Storytelling works.

Except, of course, when it doesn’t.

This is a good one: Storytelling uses a few basic elements: a beginning, a conflict, a climax, an end. If one of those is missing, it isn’t a story – it’s just the description of an event.

Really a good article with some interesting comments.