How Richard Transformed an Email from Boring to Brilliant

family in the kitchen

Here’s a content transformation story starring my client Richard Terry.

Richard runs Accolade Kitchen and Bath in my hometown, St. Louis, MO, USA. 

Richard’s promise: Help clients take their outdated kitchens, bathrooms, and closets and transform them into Gourmet Playgrounds, Spa-Like Retreats, and Personal Sanctuaries.

Promise kept for Melissa and me. Richard transformed our kitchen last year. 

Now, Richard is my client, working on transforming his weekly emails from the same old “blah, blah, blah” to tasty, entertaining, treats that readers hunger to read. 

Last month, he drafted an email with a recipe for strawberry shortcake. 

The draft began…

“Spring is right around the corner and what better way to spend family time together than to enjoy a mouth watering desert like strawberry shortcake” 

And then the recipe followed.

In one of our group coaching calls for my Content Transformation Academy, I told Richard his email intro was OK. 

On the Same-Old-Boring-Stuff scale, it earned one “blah!” 

Not as bad as three “blahs.” But, still, room for improvement. 

So I asked: “Where’d you get the recipe?” 

“It’s my mother’s recipe,” Richard replied. 

“Aha…the seeds of a story.” I said.

Richard’s first email was OK because it hinted at a story: “…what better to spend family time together than to enjoy…” 

Vague hints of the family gathering around the kitchen table enjoying a yummy plate of strawberry shortcake. 

You won’t hire Richard because you crave new cabinets and appliances.

You’ll hire Richard because you crave the experiences the new kitchen will create…

Friends “oohing and ahhing” when you serve up some gourmet concoction at a party. 

Neighbors envying you and saying, “you have the best kitchen on the block.” 

Family sharing another great meal together – laughing, smiling, building memories. 

Lean into that “family time” thing, I told Richard. 

And he did. 

The next draft started like this: 

“As a young boy, strawberry shortcake was one of my favorite summer deserts. We’d sit around the kitchen table watching mom make it for us. The best part was after she made the fresh homemade whipped cream we got to lick the beaters!”

That last part about licking the beaters…

…that made you smile, didn’t it!?

I bet you have a similar memory. 

I bet you can relate. 

You can picture it, right!? 

Kids sitting around the table. Anticipation. Mom whipping up a family favorite. Licking the beaters.

These are the things you remember decades later. 

Richard’s story is three sentences. Tiny, yet powerful.

Bye-bye “blah.” Hello “brilliant.”

In this version, Richard is a character in the story. 

Compare that to the first version. No Richard. No personality. No personal connection. 

Richard’s story is about his boyhood. It invites readers in. It enables them to know him a little. It paints a picture. It makes us smile. 

That’s story power.  

Speaking of the Content Transformation Academy, we’re expanding enrollment so we have some open seats. 

If you want to transform your content from boring to brilliant, shoot me an email with “CTA” in the body. I’ll circle back with more info re: the Academy.

p.s. Coaches, consultants and other business leaders turn to me to power-up their stories because most dish out the same old boring, "blah, blah, blah" content, turn off prospects and then feel frustrated and stuck. So I help them transform content from boring to brilliant, turn the marketing process from frustrating to fun, and convert results from pitiful to profitable. Bottom line, you can fire up prospects and inspire them to hire you with story-powered content that's simple to create. I'll show you how. Whenever you're ready, here are several ways I can help you land more clients without pitching and prodding:

1) Connect with me on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP in the Content Transformation Academy: Master how to discover, assemble, and deliver business-building stories. Weekly masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.