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“How can I use stories in emails and blog posts if I don’t even remember what I did yesterday?”

By Raz WahidAugust 29, 2016Uncategorized

Marvelling at Iggy Pop, tearing up with The Editors and some French group I didn’t care for.

Only one of those experiences came as a surprise (and it didn’t involve the French).

I spent my Sunday doing something unexpected.

It’s something I’ve wanted to do for years. But travel, family and alternative plans always managed to take over.

But this time, it was different.

This time, I finally made it to Rock en Seine – an annual music festival held 15 minute away from where I live.

The sun was blazing. The mood was light. So there was nothing more to do than enjoy the drum beats vibrating in my chest.


This isn’t a typical Sunday chez Razwana


General Sunday shenanigans don’t involve any actual shenanigans.

Sundays are usually reserved for catching up on email, planning the week ahead and decompressing from the previous six days.

So ignoring all that came as a welcomed relief.

What’s better than adorning something floaty, grabbing some friends, and taking a break from business as usual?

Contrary to most self-help advice, relaxing didn’t result in my coming home with fresh ideas, a new perspective on life or even more energy.

But I did leave with plenty of Instagram-worthy photos and videos to prove to the world that I’m fun, hip and really rather interesting.


Which, as it happens, is a fear that most people have when weaving stories into their marketing


You already know stories lead to sales because of the emotional connection they make with the audience.

Despite this knowledge, and seeing the theory work in reality, how many times have you found yourself thinking:

My stories aren’t interesting enough

I don’t have anything fun to write about

How can I use stories in emails and blog posts if I don’t even remember what I did yesterday?

Where most people go wrong is assuming they have to be interesting in order to get noticed

And while that’s partly true, there are a couple of pieces of the puzzle missing.

Sure, you must be interesting, but only to people that matter (i.e. your audience) – that’s the first piece.

If your audience is mums who want to start a side business, a story about how you mastered the art of using depth in photos in your living room wouldn’t go down well.

But if your audience is amateur photographers, it definitely will.

Stories in copy aren’t about replicating Facebook and Instagram feeds

It isn’t about reflecting shiny, gushing moments where you’re having the time of your life.

Conversely, the stories you write don’t necessarily need to involve some dramatic tragedy that’s worth of a Ridley Scott production.

What your stories need to be is relevant to your audience and unique.

So how do you make them so?

Here’s some good news:

Your stories are unique because they’re yours.

They’re also unique because you tell them in a way that’s true to you.

Nobody can replicate you.

Isn’t that handy?

Now you have the theory, how do you apply it to your writing?

In a vain attempt at keeping the universe from imploding, I must restore balance and accompany the good news I just gave you with some not-so-good news.

Stories won’t just fall out of the sky and magically into your lap.

You must make an effort to notice them, record them, and make story-collection a habit.

This doesn’t necessarily mean going all Dear Diary and journaling your heart away every night.

But it does mean having a process in place so you have a story element to everything you write (go here for an article on how to find stories to tell).

And it also means 80% of the work’s done before you sit down to write.

Par example:


  • When you write a sales page, collect stories from your existing clients to weave into the sales message
  • Before you write a new blog post, spend ten minutes thinking of a story that reflects the main message
  • When preparing an email, consider an anecdote from your life that’ll create more of a connection between you and your audience


I can give you more theory than you can handle, but we both know what you need to do now is take one thing from the list above and apply it.

And while you’re doing that, I’m heading over to YouTube to see what The Editors are up to.

But before I do that, let’s talk about this week’s video in our Facebook group.

In the video, I talk give you three ideas on what stories you can tell that’ll create an emotional connection between you and your audience, and why this leads to sales of your services.

Click here to watch the video

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