The most effective marketing story isn’t the one you tell to someone in your audience, it’s the one the person tells himself. – Seth Godin
Good storytelling is less about “telling” and more about starting a conversation in your audience’s head. Most of my favorite movies and books are not those where they spoon feed me the plot or action but those that make me think and replay the story over and over long after it has ended. Seth Godin has a good post on creating The Theater of the Mind.
As you create your marketing story – are you telling your audience about your features or does it start an internal conversation about the challenges they have in their business and how your solution can help resolve it?