“Elton —

It’s the co-founder of the brand I do emails for. I’m sitting in my brown leather chair in front of my screen on a Google Meet with both founders.

We’ve just wrapped up the meeting about July’s performance.

“Is the story I sent you okay?” he asks, resting his fist on his chin, his eyebrows raised and his front teeth clenched.

“Yes, it’s fine…” I smile.

“I tried to get AI to put it all together because it isn’t exactly like that...” he says. “It’s a bit boring...” He spins in his chair.
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I asked the co-founder of this brand to tell me a story from his childhood that foreshadows the work he does today…

Because one of the best ways to build relationships with your customers is to tell founder stories.

Stories that show the people behind the brand.

Stories that make people feel they're buying from a person, not just another brand.

Because people relate to stories.

They find themselves in them. They see your mission. Your values. Your intentions.

And that's how strangers start trusting your brand.

A mentor of mine told me:

"People buy YOU first, then your products."

The more your customers know you...

The more they get attached to your brand.

And the more likely they are to choose you over your competitors.

But here's where most founders get it wrong.

They think their stories are boring.

They assume nobody would care.

So instead...

They default to copying whatever the "big" brands are doing...

...or slap something into ChatGPT and ship whatever comes back just for the sake of sending an email.

Now their emails sound like every other brand.

Boring. People skim them. They don't engage.

Then they wonder why their campaigns flop.

The funny thing is...

Your stories are the easiest ones to tell. You lived them. You experienced them.

And they might just be your cheat code to building die-hard fans who keep buying from you.

But how you tell a story... Is what turns a boring story into an interesting one...

— “oh , no worries.” I smile again. “We can turn a boring story into an interesting one.” I reach for my mouse and scroll. “Just like this email…
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It’s our second best performing email this month.
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​"This story was boring in itself... but I tweaked it using a few copywriting techniques to make it more interesting...

Let me show you how..."
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