Story telling is not just about fiction and fabrication. Good scholars are gifted at telling compelling true stories using data from research findings.
If you think about a book or article that you have read or a class you have taken that made a big impact, chances are good that the author or instructor had a knack for telling a story that you were interested in hearing. They draw you in, convincing you that their story is important, and encourage you to stick with them to learn what they have learned.
Sociology at its best is good storytelling: researchers who are skilled at convincing us why the issues they investigate are important, how their findings can inform us more about this issue and walk us through the complexities and even contradictions of their research produce work that is exciting to read. They bring to life the cliché that truth is stranger than fiction, or at least more interesting.