Stories make the sale...
You want evidence that stories can make a BIG difference in the sale?
Here's a hilarious story that resulted in a (roughly) 14x ROI on a set of cheap Pokemon cards in an eBay auction.
It's a hugely entertaining story which generates HUGE word of mouth (the email I got read :FW: The best eBay description I've ever read" and had been forwarded 8 times).
When all is said and done, even the seller believe how much the cards sell for.
Tell a good story that sounds authentic and watch what happens.