Hey Reader,

Have you ever spent twenty minutes looking for something that was right in front of you?

Your keys.

Your reading glasses.

Your phone while you're talking on it.

That was me with this trailhead.

A few weeks ago, I got lost in Fountain Hills.

Not "call Search and Rescue" lost.

More like "I've been driving in circles for 20 minutes, and I'm starting to suspect Google Maps is messing with me for sport" lost.

I was looking for a trailhead I'd never hiked before.

Mike was off golfing, so I was on my own.

Now, I consider myself a reasonably intelligent woman.

I have a master's degree. 🙈

I've successfully raised children into functioning adults.

I've figured out Mailchimp automations.

Yet somehow, I could not locate a dirt path in the Arizona desert.

After my third lap around the parking area, I spotted an older gentleman sitting on a bench.

Perfect.

A local.

Someone who actually knew where they were.

I rolled down my window.

"Excuse me, do you know where the trailhead starts?"

He smiled.

"Sure do, dear. Follow that path right there."

He pointed.

I looked.

Then looked again.

The trailhead was approximately 2 feet from my car.

Two.

Feet.

I'd spent the better part of twenty minutes driving around looking for something that was apparently hiding in plain sight.

I thanked him and walked toward the trail while questioning every life choice that had led me to this moment.

Maybe you've had one of those moments too.

The kind where you're perfectly competent in every area of your life...

Until one ridiculously simple thing humbles you.

And believe it or not, this is exactly what happens in your marketing.

You know your business inside and out.

You know your process.

Your certifications.

Your years of experience.

Your customers don't.

They're standing in the parking lot trying to figure out where the trail starts.

And that's why stories matter.

Now, I could have started this email with:

"Stories are more effective than facts in marketing."

Which is true.

It's also about as exciting as reading the instructions on a bottle of Metamucil.

Instead, I told you a story.

Why?

Because stories create curiosity.

Stories make people lean in.

Stories make people wonder what happens next.

Most businesses skip that part.

Their emails sound like this:

"We've been in business for 15 years."

"We provide exceptional customer service."

"We use the highest quality products."

"Schedule your appointment today."

And while those things may be true...

Nobody remembers them.

Facts inform.

Stories stick.

People don't remember that you're passionate about customer service.

They remember the time you opened early for a frantic customer.

People don't remember that your product works.

They remember the client whose life changed because of it.

People don't remember features.

They remember feelings.

That's why two businesses can offer nearly identical services, charge similar prices, and have similar credentials...

Yet one develops a loyal following while the other struggles to get attention.

The difference isn't always the offer.

It's often the story.

In a world where everyone is shouting for attention, stories help people connect with you.

They help people trust you.

And perhaps most importantly...

They help people remember you.

So the next time you sit down to write an email, don't start with:

"What should I promote?"

Start with:

"What story could I tell?"

Because nobody wakes up excited to read an advertisement.

But a good story?

We'll follow that trail almost anywhere.

XOXOXO,

P.S. If your emails sound more like a product brochure than a conversation, don't panic. Most businesses were taught to market that way. The good news? Stories are learnable. And they're a lot more fun to write than "We've been proudly serving the community since 2007."