Sometimes this gets me in trouble with the hardcore copywriters …
I believe a story can potentially carry the entire sale for your product, even if everything else is technically “wrong” in your ads (no clear call to action, lame bullets, weak offer, etc).
Take the 1986 box office hit “Top Gun”, for example.
Top Gun is about a couple of hotshot Naval pilots given a chance to train with the “best of the best” pilots in the world at the “Top Gun” fighter pilot school. And it was, in many ways, an extremely profitable sales letter.