Telling a Story With Email Marketing That Builds Trust


When writing a story to send to your email list, the story does not always have to be your personal experience, it can be be a clients story where you have helped e.g. Your product or service saved them time or money.


We all love a good story where the hero is down on his or her luck and they find a mentor “YOU” to give them straight shooting tried and tested advice.

This is very powerful, especially when your client sees a drop in the market, or is having sleepless nights due not meeting deadlines or having too many returns etc. Where you step in and show your clients how to solve the problem.


All stories have a curve ball. This is where things go from bad to worse before they get better and for you to explain to your email reader how the process normally plans out. This improves your value and expertise.

An example of this could be…

You take on a new client and your fixing the clients website, they may not have enough traffic and you tell them they need 1,000 visitors so you can see what pages their visitors leave. The curve ball could be a $2,000 spend to get enough traffic for you to get enough results to make realistic improvements before the client has any more sales.


Here you talk about the trouble the client was having and the longer term impact if things don’t change.

Also talk about what they tried that did not make a big difference as other readers on your list may be about to make the same mistakes and decide to call you to sort them out now rather than later.


While your readers love the to hear how you turned around a company. You need to talk about other companies who have benefited from you or your team.

This just need to be a quick mention e.g. Company XXXX – Fixed their email Marketing. Company XXXX – Their tracking was unreadable, now it makes sense. Etc.


What I like to do is use three bullet points to talk about three things if the company did different could have avoided failure to the extent where your company came in and had to work super hard to get them back on track.

Examples could be… The company was hiring too fast and the new starts did not fully understand the training and were themselves training more new-starts. We introduced video training the staff could watch at work or home so each individual knew exactly what was required of them.


When I write an email story. I like to end the email on a cliffhanger. To do this, I like to get to the before stage and put the after on the website blog page and end the email with:- To see what we did to turn the company round… Click here to read the outcome on or blog.

Then I have the email system add a tag to the users email address who click the link. This lets me automatically focus my email readers by interest and work out what stage they are at in their business.

Have fun writing effective emails.

NEXT WEEK – Tagging On Autopilot To Laser Focus Your List

I’ll cover tagging automation in next weeks email… If you haven’t already subscribed, enter your email in the below link, you will get my free guide and also get next weeks email: