Hope.

We hope to see the hostages return.
We hope for the war to end.
We hope we can all start healing.

It’s been over two years where our creative work has felt small and almost irrelevant compared to what’s really happening.

I wish peace and friendship for all of us.

In today’s Storyletter:
• Make them love you
• Building in Public
• Fun Stuff – Weekend Vibes

Key learning

Every brand wants to be loved.

They all focus on brand awareness, pricing, features, and value, while no one focuses on the most important emotion: love.

Love can make us do crazy things, like pay more, drive somewhere just to buy the first edition, or never leave that brand. And yet, most brands fail to work on creating this connection.

We often talk about loyalty and trust, but love is a powerful thing.

Over the past few weeks, I flew with five different airlines, and none of them cared about me or how I feel. The exact same process, same offerings. It’s a price-sensitive industry.

In fact, most brands focus on value and price and never on what makes people love them. So, I’ll ask you, does your brand have a love meter?

Stop chasing awareness. Start building affection.

If you build that audience, they’ll become your influencers and defenders. They’ll stick with you even when your price isn’t the lowest.

I’m a gold member with one airline, and every time I fly with them, they make me feel bad. Not good. Not loved. Just bad.
If you asked their marketing team, they’d argue the work they do is awesome.

In fact, I just purchased a flight ticket to the U.S. and avoided using that airline. Instead, I chose one that knows nothing about me. I have no status, but at least it’s cheaper, and if I get treated just like any other customer, I’ll feel I deserve it.

Go out and identify your key clients. Make them love you. Ask why they love your brand.
Focus on the small things that make clients see that you care.

Just like any relationship, it’s about the small things. It’s about showing them you care.

And do me one favor, if you have a survey or a feedback form, make sure you read it, reply, listen, and fix.
If not, please don’t ask.
Nothing’s worse than a partner who never listens.

Build this audience. It’s your core group of brand ambassadors who will be there when things get tough.

I know I’m changing airlines, motorcycle brands, and a few other things.

Which brands do you love? What do you offer your clients?
Think about it.
Make them feel something, and please share it with me.

Love is the real retention strategy.

Building in public

Yes and no.
And or but.
Short words that make your world go round.

They represent positive and negative. A chance to try and explore, or excuses to never try.

I feel my subconscious has been taunting me with these words.

It feels like my fear of failing has returned. My fear of trying has taken over.
I wanted to launch a show: a live question-and-answer show.

But I froze every time I opened the camera.
Me, a person who never shuts up.

And I’m taking back control. Saying yes to more work, to trying new things, to moving faster.
I want to erase the word but and learn from my failures.

I need your help with more questions about sales and marketing, how to grow your business, whether it’s creative or customer journey. You ask, I’ll reply.

With more people reading and replying to these newsletters, I know you are my people.

Looking forward to seeing you and reading your questions.
Reply to this email or send me a video.
Any help is welcome.

Just for Fun

Chill & Enjoy

🎧 Music
This week’s newsletter was created while listening to one of my favorite channels. Listen

🎬 Game of Thrones Is Back
I hope it won’t fail us, but I like the vibe so far. Watch

🍿 Ready for Some Crazy Downhill?
I love these point-of-view rides down insane mountain roads. Watch

Resources

📺 How to win the SEO game and AI search in 2025 - Full episode here

💡 The Business Storytelling Guide - A complete guide on how to implement storytelling to improve your business quickly. Available here 

📕 My Amazon best-selling book F*ck The Slides - How to Create a Winning Pitch. Available here: Kindle/Print/Audio

📺 My YOUTUBE Channel: Interviews, tips and some fun content Available here