Stephen Kruiser has a great post, "While We Argue Gun Statistics, OFA Is Tugging Heartstrings with a Video."  He writes:

This is the thing that our side still doesn’t get. Pictures and video tell a more compelling story than just text and math. The other thing many don’t understand is that Democrats are working this stuff 24/7. OFA sent this video out today. It’s a sad story about about a boy losing his father in a mass shooting. It’s also being used to bolster support for an abrogation of the Constitutional rights of legal, sane gun owners who would never commit such a heinous crime.

I’ve read numerous stories in the past several months about people who have protected themselves and saved lives because they were armed. Read. Gun rights advocates should be making videos using the people telling those stories.

Here's Obama for America's video:

In response to Reason #4,284,546 We Need Better Storytelling:

We keep saying "We have better arguments."  That's fine and all, but we also have to one day realize that people are not moved primarily by argument.

Argument is a rational process.  And when people know they're in an argument, they naturally resist the argument:  Their BS detectors go up.  I also think people just don't want to be argued out of anything because they have ego invested in it: Something you believe is part of you, right?  And if you accept someone else's argument, that means that person is slightly better than you, in at least that one small way, right?

An emotional appeal will beat an argument all day long.  Even better is the argument that's never even made -- the unacknowledged, subconscious assumption.