[FAQ]

I’m based in Manchester and I write a lot of our company’s sales outreach emails. I’m finding that my current approach is a bit dry and not getting much of a response. My emails are very direct, mostly just listing our product’s features and then asking for a demo.

I’ve heard that using storytelling is a more effective way to engage with prospects, but I’m not really sure how to apply that to a sales email. How do you tell a story that’s concise enough for an email without sounding unprofessional or wasting the reader’s time?

I’m looking for some practical examples or formulas for how to weave a simple story into a sales pitch to make it more compelling.

Any tips would be smashing. Cheers.

[Jeff Bullas]

A fantastic question. Moving from listing features to telling stories is the key to effective modern sales.

Brief Answer: Storytelling in sales emails means framing your product not as a list of features, but as the solution in a narrative about a customer’s problem. The most effective method is the ‘Problem-Agitate-Solve’ text formula, which tells a relatable story of transformation.

The goal is to shift the focus from your product to your prospect’s problem, making them the hero of a story that your product helps them complete.

The simplest way to structure a story in a sales email is with a classic three-part text formula: Problem, Agitate, Solve. First, you start by describing a common and specific problem that your prospect almost certainly faces. Use their language to show you understand their world. This makes the email instantly relevant.

Second, before you introduce your solution, you agitate that problem. Use a sentence to poke the bruise a little. Describe the frustration, the wasted time, or the negative consequences that come from that problem. This builds emotional resonance and makes the need for a solution feel more urgent.

Third, and only after you have established and agitated the problem, you introduce your product or service as the clear and simple solution. This text positions your product as the hero that resolves the conflict of the story.

There are a few types of stories you can tell with this formula. You can tell a customer success story, which is powerful social proof. For example, “Jane at [Company X] was struggling with [Problem]. It meant her team was constantly [Agitation]. After using our platform, she was able to [Solve].” You can enhance this with a customer headshot image or a link to a full video testimonial. Another approach is the ‘Imagine a world’ story, where your text paints a picture of a better future for the prospect, free from the problem you’ve identified.

The most important rule is to keep it concise. An email story is not a novel; it’s a few short, powerful paragraphs designed to earn a reply or a click, not to tell your entire brand history.

Cheers,
Jeff

[Author]

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