What do you remember from stories of old? What do you remember from Brothers Grimm? What do you remember from the stories of your childhood? The message. The facts can be all made up if the message itself is strong enough. Humans have been passing on stories since we've been able to, and the main thing in stories is the message. It's that message that really has an impact on people, and the story is the way that message is portrayed. So when they're telling us to sell people on the story, they're telling us to sell people on the message behind the story. What is your message? What is the story? Use it!