I feel your pain. I recently bought a book on storytelling and it contains no hints whatsoever on how to tell a story. Just like this article, the book it's all "connect with your audience by opening with an emotional story" but not a single paragraph on why (say) a joke told by a comedian has much more punch than when I retell it.

Obviously reading about comedy is probably like dancing about architecture, but nonetheless I'd expect some discussion on the delivery itself. Otherwise it's just "storyplanning".