Recently I received a direct mail piece from the Sierra Club asking for donations to help save an endangered species. Receive these often, however this one took a different approach, from the perspective of the animal himself, see version here – SierraClub. The marketing and communications piece was so endearing and heartfelt that I couldn’t imagine not giving funds to help the animals. It put the reader in the mind of the animal. It starts out with “Dear Human”, then leads into “Imagine your family under attack…” and “Our fate is in your hands”. Often when the writer uses empathy they make an emotional connection between two or more things. And, good storytelling is about drawing people in with feelings, emotion and heartfelt stories.