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Hey friend,

A few weeks ago, I worked with a client who was doing everything right.

Posting daily.
Growing an audience.
Even launching a digital product.

But there was one problem…

Their sales? Nonexistent.

I took one look at their emails and knew exactly why.

No stories. No connection. Just a list of features and discounts.

Promotion everywhere!

So, I asked a simple question:

“Why did you start this business?”

That’s when everything changed.

The Secret to Emails That Convert? Stories.

Most businesses send emails like:

“30% off our best-selling product!”
“We’ve got a new offer just for you.”
“Here’s why our product is the best.”

But the ones who actually make money?

✅ They tell customer transformation stories.
Instead of listing features, they share real stories of people who used their product and saw results.
Example: A fitness coach sharing how a client lost 20 pounds and regained confidence.

✅ They talk about their mission.
People don’t just buy what you sell; they buy into why you sell it.
Example: A handmade jewelry brand sharing how they empower local artisans.

✅ They take you behind the scenes.
Instead of pushing a sale, they pull you into their world.
Example: A coffee brand sharing the journey from bean to cup.

How to Write Emails That Actually Sell

Use the ABC Storytelling Framework to structure your next email:

• Audience: Who are you speaking to?

• Barrier: What challenge are they facing?

• Change: How does your product solve that problem?

Example in action:

A: You’re a busy entrepreneur struggling to grow on social media.
B: You don’t have time to create engaging content that attracts customers.
C: That’s exactly why I created [Product Name], a content system designed to help you show up consistently and sell with ease.

Try this framework in your next email.

Because the brands that win?

Aren’t the ones yelling the loudest.
They’re the ones telling the right stories to the right people.

Cheers to the weekend and see you next week.

Stephen

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