In this opinion piece, Lee Davy writes about the importance of creating trust with a customer through the art of story and how online poker rooms are failing miserably to get it right.

This morning I received an email from Full Tilt which is funny because I thought they were dead. It had nothing to do with poker. Instead, it was an email designed to get me to play Blackjack.

The ad didn’t work.

I didn’t buy into the story Full Tilt were trying to sell.