7 Types Stories To Use In Your Email Marketing

Justin Zack
4 min readMar 6, 2024
Photo by Melanie Deziel on Unsplash

Most beginning storytellers think there is only 1 kind of story to tell.

And it goes like this.

Something happened.

The end.

While true, something did happen, there’s more to the story. (Ba dum tss!) In fact, according to Direct Response Copywriter, Donnie Bryant, there are 7 types of stories anyone can tell. Each story leads the reader down a very specific emotional path.

If you’re an email marketer, this is good news for you.

Because if you want to sell with your products or services through email, stories are great way to do it. Stories create emotion. And people buy on emotion.

Here’s the thing about stories:

Any story you tell matters less than your reader’s story.

Said another way, your reader doesn’t give a darn bout your story.

To truly create an impact, your story needs to intersect with your reader’s lived experience.

And it starts by researching your audience to uncover:

  • Their pains, problems, fears and frustrations
  • Their dreams, desires, and secrets they hope nobody knows
  • The “enemies” they face (these could be people…



Justin Zack

Project leader. Product thinker. Write about human things. Find me at justinzack.com