We always look at it like this, there is the “surface story” which is important to land context and situation and then there is the “gut story” which puts the reader, viewer in that space and situation – it’s like SPIN Selling but only we call it SPIN Viewing where you create the following scenario:
S – Create Situation
P – Highlight Problem
I – Show the Implication
N – Show the Need and how they (viewer, reader) can help and become part of the solution easily.
Not to mention the Give a SH*&^%T! Factor!