Are Stories the Most Powerful Tool?

A story is the most effective vehicle for delivering messages into the conscious mind memory of human beings that exists. When i use the word story here, you sia, more effect. A more correct term would be effective story. So many of then stories that we run into have absolutely no effect because of the way they are structured. They go in one ear and out the othertey,. The question is, what is it that that tiny percentage that do exert influence? What o they hold in common?