Stories aren't about creating false impressions, they aren't about "marketing" or advertising - they are about people. And at the end of the day, it all comes down to people - what they do, what they think, how they feel.
We've all heard the saying "sell the sizzle, not the steak" - but I believe it has to go deeper than that - it has to go to the essence of "why you steak in the first place". What's the story there - can you help the "reader" see themselves in that story.
If you have a deep desire to change something, and a way to change it - then think through the story of how that can happen. Create a feeling, create the mood, create the motivation for some to say "Yea, I want that, I can see myself doing that (or buying that, whatever)". Create the story behind all the people involved - in the big idea I mentioned, there are multiple people that would benefit - they all have a story, write it for them
Stories are more important than you think - start thinking about the story-line you want to create and then start writing it.