How to Win Hearts (and Wallets) with Content

Read Time: 3 minutes

In this issue, you’ll learn:

• How storytelling connects with your audience and builds trust.

• Lessons from a nearly 100 year old family business.

• Why newsletters are the perfect platform for authentic storytelling.

• Practical steps to create a newsletter that drives results.

BLACK FRIDAY DEAL: Get one of our marketing workshops for only $99 (usually $299). Deal ends Monday at 11:59PM EST.

Let me start with a question…

When was the last time a piece of content truly grabbed your attention?

Not just something you scrolled past or “liked” out of habit—but something that stopped you in your tracks and made you feel something?

Odds are, it was a story.

Storytelling is the foundation for how we connect as humans.

People don’t remember generic bullet points or corporate jargon.

They remember narratives that resonate with their experiences, values, and aspirations.

Today, I want to share some lessons I’ve learned about the power of storytelling in marketing.

These lessons have shaped how we help our clients and how we approach our own business.

Why Storytelling Matters

I recently appeared on an episode of The Rising Tide Podcast. 

The host asked how we create meaningful content for our clients.

The answer?

We help them tell their stories in a way that connects.

One of the biggest hurdles in marketing is standing out in a noisy world.

Everyone wants attention. But, most produce boring, generic content.

The key to breaking through isn’t more noise.

It’s authenticity.

How Storytelling Builds Trust

When you share a story, you’re creating a connection. And connections build trust.

In last week’s issue, we talked about Lead Trust.

Storytelling is one of the most effective ways to establish that trust.

It shows your audience who you are, what you stand for, and why you care.

And when they trust you, they’re more likely to stick around—not just as leads but as long-term customers.

How to Find and Share Your Stories

Here’s the part where many business owners get stuck.

They think their story isn’t big enough or interesting enough.

The truth is, the best stories relatable.

On the podcast, I talked about our monthly video sessions with clients.

We sit down with them, hit record, and simply ask:

• What’s been happening in your business lately?

• What’s something you’re proud of this month?

• What’s a challenge you overcame?

These questions often uncover incredible stories.

Stories that might seem ordinary, but resonate deeply with the audience.

Here’s a real-world example…

We have a relatively new client that does about $100M/yr in a fairly stale industry.

They have some well known clients in the Fortune 1000 space, so their content is...extremely sanitized and corporate.

But what's cool about this business is that they're in their 4th generation of family ownership.

That means the family business goes back to the 1930s.

Do you have any idea how much American history they've seen during that time??

Great Depression.

World War II.

Watergate.

Vietnam.

9/11.

2008.

Covid.

They've been through it all.

That is an absolutely fascinating story!

It took about 3 seconds to figure out that this is exactly what our content should speak to.

We brought in cameras and showed off their nearly 100 year old company history. We even found recordings of the original founder from the 1960s!

We'll repurpose this content into social posts, their email newsletter, and of course, a new YouTube channel.

Will we showcase their products and services?

Sure.

But only after we've drawn in the eyeballs, established trust, and proven that we understand the needs of the audience.

At that point, they're putty in our hands.

Why Newsletters Are Perfect for Storytelling

Social media controls who sees your posts.

A newsletter goes to your audience's inbox.

It’s personal, consistent, and—if done well—genuinely engaging.

A newsletter lets you share your stories and expertise on your terms. You won't have to worry about algorithms or fleeting trends.

How Newsletters Increase Trust (and Sales)

When people sign up for your newsletter, they’re giving you a level of permission that’s hard to come by elsewhere.

They’re saying: "I want to hear from you. I trust that what you send will be worth my time."

That’s a huge responsibility—and an even bigger opportunity.

By consistently showing up with stories that resonate, you’re reinforcing that trust.

Over time, you’ll become the go-to source for your audience.

And here’s the kicker: trust leads to action.

That trust is the bridge between storytelling and results. It links a response to a call-to-action, a purchase, or a simple "reply" to your email.

How to Create a Great Newsletter

1) Start With Stories That Matter

Lead with stories that reflect your values, expertise, or unique perspective.

These don’t have to be grand tales—relatable and authentic always win.

2) Be Consistent 

Your audience needs to know when to expect your newsletter.

Whether it’s weekly, bi-weekly, or monthly, consistency builds anticipation and reliability.

3) Provide Value First 

Every newsletter should leave your audience thinking, “I’m glad I opened that.”

Share actionable tips, insights, or perspectives they can’t find anywhere else.

4) Make the Call-to-Action Natural 

If you’re going to promote your services, do so in a way that aligns with the story you’re telling.

The key is: be subtle.

Your audience should feel like the CTA is a logical extension of the value you’ve already provided.

The Real Power of a Newsletter

When you consistently show up with content that resonates, you’re building a community.

And a loyal community is priceless.

Create stories worth sharing.

Then, your newsletter will be your best marketing asset.

Best Content We Found This Week

-Reade