Dec. 6, 2025
Ep 166: Turning Emails Into Stories That Sell | Guest Expert Joanne Homestead
Send us a text We break down how to turn everyday moments into immersive, open-worthy emails using a simple three-layer framework: storytelling, personality-infused copy, and strategy. We share hooks, edits, CTAs with reasons, and where storytelling fits across sequences and newsletters. • Three-layer email framework: story, personality, strategy • Show don’t tell, strong hooks, satisfying endings • Everyday stories tied to lessons and offers • Ruthless editing using the so what test • Reaso...
We break down how to turn everyday moments into immersive, open-worthy emails using a simple three-layer framework: storytelling, personality-infused copy, and strategy. We share hooks, edits, CTAs with reasons, and where storytelling fits across sequences and newsletters.
• Three-layer email framework: story, personality, strategy
• Show don’t tell, strong hooks, satisfying endings
• Everyday stories tied to lessons and offers
• Ruthless editing using the so what test
• Reasons-first CTAs that increase clicks
• BANK personality codes to speak to values
• Welcome, pre-launch, and sales sequences
• Repurposing emails into video, blogs, and podcasts
• Shift from convincing to diagnosing symptoms and causes
• Start simple with one story and one clear next step
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Joanne Homestead:
Joanne Homestead is your expert email copywriter, holistic copy coach, and obsessed storyteller. With over 15 years of experience creating captivating and aligned messaging as a master teacher, she empowers soulful entrepreneurs and coaches in wellness, well-being, and mindset elevate their stories to connect, compel, and soulfully sell with integrity, email-style. She’s a momma of two little ones and loves a good cup of chai to fuel her creativity and passion for storytelling marketing.
Website | LinkedIn | Guide to Writing Irresistibly Entertaining Emails the Sell | Quiz: What's your best step to cultivate deeper connections in email?
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00:00 - Welcome And Guest Introduction
04:07 - The Three-Layer Cake Framework
07:17 - Storytelling As 3D Marketing
12:14 - Show Don’t Tell And Hooks
17:24 - Everyday Stories That Convert
22:44 - Satisfying Endings And Momentum
26:54 - Pruning And Purposeful Editing
30:54 - Personality-Infused Copy That Moves People
36:24 - Reasons-First CTAs And The Xerox Study
41:24 - BANK Personality Codes For Resonance
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Hey Joanne.
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Can you introduce yourself to the audience?
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Hey, yes, Sarah.
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So I am Joanne Homestead of Desk Plant Creatives.
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I am an email copywriter, copy coach, and story whisperer.
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And so I really empower female entrepreneurs and coaches in wellness, well-being, and mindset to be able to write open-worthy email that get more engagement, more clicks, and more client coming through in their emails, all through their 100% authentic writing voice.
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That is amazing.
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And I love the angle that we're going with this because like I love email marketing.
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It's my favorite way because I can connect one-on-one with my audience.
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So it's my favorite thing to do.
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However, oh I hear the I hear the three-year-old.
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There's just got home.
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So you weren't lying.
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You do see just literally got home from preschools.
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Oh, yes.
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Oh, so me too.
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Yeah, nice.
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Okay.
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So today we're talking about the storytelling element of it.
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So um I want to get into introduce introducing that to the audience.
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So, like, what is the first email that you want to send to kind of set the stage that this isn't an ordinary mom?
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Cool mom.
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No, this isn't a normal email campaign.
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You're being taken on a journey, you're hearing a story.
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Oh, yes.
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Um, I think there's still like two parts to that I'd like to talk about.
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One is like the storytelling piece of it.
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And then the other piece of kind of what you're talking about is um, how do we start setting the tone from that first email and training your email readers to want to open your email and read through it and you know, read first line to the second line to the third, all the way to the bottom.
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And so that piece is kind of like what I talk about is the personality-infused copy piece of it.
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So, what as an email copywriter, I like to think of it in three, like three layers.
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The first top layer, like, okay, I'm all into like the Great British Baking Show.
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So I can't not watch baking shows in the winter.
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There's just something so cozy about them.
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I have been, I so you know, winter is coming here, and so um the Great British Baking Show is number one on the list because my boys like watching it too, and it's really fun and it's cozy.
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So this is gonna be a cake analogy.
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Okay, let's go.
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The first layer is the the storytelling.
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The second layer is the copywriting, and that's where it's the personality infused copy.
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And then the third layer is the email strategy.
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So let's just start with the let's let's start with the first layer with the storytelling piece of it.
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Um, and then we can talk a little bit about the cop the personality, personality infused copy.
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So the storytelling, what I like to compare it to in your emails, is it's like taking your marketing, your your expertise, your you're writing about um your expertise as an entrepreneur coach.
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And that's kind of like the 2D.
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It's like you open a book and it's 2D.
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And then the storytelling is adding like a 3D immersive element to it.
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And that's the piece of like the it's like an open-worthy email.
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People want to open it, they feel immersed in it.
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It's like dropping someone into like a movie trailer, you know.
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So hot-up books these days are, I don't know if you've seen them at the library, but they're very, they're so intricate.
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They used to be, you know, I think when I was a kid, you'd you'd open it and one little like a bunny pops up.
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Yeah.
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And they had like one little fold that would go back.
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Yeah, you just get the one fold.
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And um, when my older son was two years old and we went to the library and he found the pop-up book section.
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I audibly gasped when I opened the pop-up books now because an entire you open the page and an entire world pops out.
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It's super intricate.
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And it even has a little pages on that page where you can open it and then as a mini immersive pop-up, it's it really is like you're entering into the world.
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And so storytelling to me is like that.
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It's like turning your 2D marketing into like 3D immersive, you're connecting emotionally with them and they're getting to know you through your stories as well.
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Okay, I have questions.
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So, one, I don't know if you know this about me, but I'm also a fiction writer.
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And when I think of storytelling and immersion, I think show, don't tell.
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Make them feel like they're there, make them feel like they are feeling the pain that you're feeling.
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Now, is that what you be mean by storytelling?
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Because there's so many interpretations of it.
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Okay, yes, that's such a good question.
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I love how you're also, I think I do remember saying you're a fiction writer because I'm getting your emails and I love them.
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So thanks.
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I think I remember seeing that in there.
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So, yes, great question.
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What I like to think about is there are the storytelling techniques, which is kind of what you're talking about, which is the show don't tell.
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I'm also a former teacher of 15 years, and I taught um literacy, and I was also a literacy specialist and coach.
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And so one of my biggest passions was writing and teaching my students how to write in a way that's compelling, and it's not the here's your five paragraphs essay.
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Start with your introduction, you gotta have three So that's what my kids are doing right now, and they're always showing it to me.
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And they're like, How would you compare this to the kind of writing you do?
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Yeah, yeah.
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Yeah.
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And I just say, like, you throw that all out that you learned from from from school.
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Um, it says really about even even when teaching students how to write, it's those storytelling techniques.
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One is like show, don't tell, you know, another is how do you hook, how do you hook the reader in from the first down?
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That's huge.
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Yeah, yeah.
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That's a that's a big one.
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And that one's like, I feel like a lot of people get stuck on that one, which I have a lot of techniques around like how to not end up in paralysis when you're writing.
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There's a lot of different techniques.
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So the storytelling that I like to talk about, um, there's like seven different types of stories I like to um teach to my members in my program.
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Uh, one of the my favorites being like the everyday story.
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And so you're taking stories just from your everyday life, which a lot of people think, oh, it's boring, no one wants to hear it.
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You know, I'm I'm going out grocery shopping with my kids or anything like that.
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And I don't know why, but that is also the first thing that popped into my mind grocery shopping.
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Yes, grocery shopping, go to go get coffee.
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Like those everyday stories are it's just like unlimited storytelling content for your business.
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Um, and I think the great thing about those stories is that they're relatable.
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Like you immediately thought of like, yes, grocery shopping, which grocery shopping with kids is never boring.
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So maybe that's not the success.
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No, but it is something you probably end up doing like every day because you're like, I forgot that thing.
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Yes, every time we're like, ah, we have to go back to the store.
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And so these everyday stories you can tell in your emails in a way that's compelling through storytelling techniques like show don't tell, how to hook the reader in, um, how to write, like how to get that emotional connection in your writing.
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And so then you can basically take those stories and connect it to what you do in your your business, you know, what what your expertise is.
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So, like, for example, um uh an acme specialist can connect it to how does this how does her story relate to how does she loves roller skating?
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I'm sorry, I'm thinking of a past client here.
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She loved roller skating.
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That was very specific.
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It was very specific.
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She wrote a story about roller skating, and then it segues into talking about um how this relates to her client and their hormones and how that relates to to acne.
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And so as a teacher, I believe like any story can be connected to any any kind of lesson you like what's the takeaway you want your readers to come away with.
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Um, and so yeah, everyday stories are are my favorite out of the seven.
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Yeah.
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And that just reminded me also when you're writing, you want people to be compelled to turn the page.
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So do you have like there's cliffhangers, there's oh, like leaving someone on on a point where they need to know more.
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So how would you use that in email?
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Oh, yes.
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Okay, such a great question.
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So I okay, so all good stories have like the beginning, you have the art, and then you have like a satisfying, you gotta have a satisfying ending, right?
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Yeah, and I feel like each email can it can have that.
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And then also want you to lead on to, oh, there's more, like there's more.
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And then, oh, there's more, oh, there's more.
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Like it's continually like peeling back the layers.
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So definitely one is for each email, I don't I don't necessarily like to hook someone in and I teach this to my clients, and then like leave them hanging, where it's like this, it's not satisfying because you feel like, oh, I I need to put it in the next email to keep them reading.
00:14:20.480 --> 00:14:25.600
Like you want them to have that like satisfying, oh, okay, you know, at the end of the email.
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And you know, that that I need to read more could be from paragraph to paragraph too.
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Like, how do you keep them engaged?
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Right.
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Yeah.
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And that's that's the thing with like starting with the first line, how do you get them to read the second line?
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How do you get them to read the third line?
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I would say that the most common mistake I see with writing in emails is that once people start with like an introductory paragraph, that they can just um they can just delete that whole paragraph because they're going back to what they had learned from writing in in school is I need to have like a whole introductory paragraph.
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It's gonna, I gotta set, I gotta set up the whole scene.
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But instead of that, and that's where the hook comes in, is like usually you can take that first whole introductory paragraph and you can literally just like throw it away.
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And that's okay.
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I know a lot of people feel like I'd spent I spent that time to to write.
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I put that energy and mental effort into it.
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You know, people might have like an emotional connection to that paragraph.
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Um, but I like to say that's part of the writing process.
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So it's okay to have that part in there because it's it's just like a part of when you're writing, how you can get into the flow.
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And then when you go back, that's when you go, okay, I can this usually this first whole paragraph I can just throw out.
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It was a great way for me to get into the writing, but it just it really isn't gonna hook and capture someone's attention for the rest of the email.
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So I would say that's definitely one of the biggest mistakes.
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And then definitely after writing that first messy draft, because there's there's always gonna be the first messy draft, and that's okay.
00:16:04.800 --> 00:16:13.680
When you go back, that's when um you can use uh I like to call it like the ruthless pruner.
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Basically, you're gonna go through and you're gonna see um what you can cut out.
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And when you do that, you're just asking yourself, so what?
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Like you're putting yourself into the shoes of your readers, and they're continually gonna be asking themselves, okay, so what?
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Like, what does this have to do with with me?
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Not like they're being selfish, but in a way of they're really wanting to be there to understand what what your expertise is and how does that relate back to them.
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So when you're going back and editing and revising your email, always be reading from that lens and seeing, okay, like why, like every word and sentence has a purpose.
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Like, why, why is this here?
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What's the purpose?
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And if there is no purpose, then you could probably it could probably go or you can uh move it to a different part of the the email.
00:17:08.880 --> 00:17:10.880
Okay, so that makes sense.
00:17:11.039 --> 00:17:14.240
I think I understand the story structure.
00:17:14.559 --> 00:17:18.960
Um, let's talk about that second piece, setting the stage.
00:17:19.200 --> 00:17:27.039
So, from that first email, how do we get our readers to understand like this is the experience you're gonna get from me?
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Yeah.
00:17:28.880 --> 00:17:39.039
So that is like the personally infused copy, the middle layer of that wonderfully, deliciously chocolate cake, whatever cake you want there.
00:17:39.440 --> 00:17:43.519
Um, and that's where you have that layer of the storytelling.
00:17:43.680 --> 00:17:55.200
And then the copywriting piece is I'd like to explain is um how do you orchestrate your words so that it compel someone to take action?
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Um, and it's not about being pushy, it's not about manipulative marketing.
00:18:01.440 --> 00:18:10.079
It's really just about um how do you get someone to own their action, the action that you want them to take?
00:18:10.240 --> 00:18:12.400
And it's the same thing in teaching for my students.
00:18:12.480 --> 00:18:16.799
I'm not forcing them to like, you have to learn this, this is what you have to learn.
00:18:16.880 --> 00:18:18.799
It's all about how do I engage them?
00:18:18.960 --> 00:18:21.039
What's going to be relevant to them?
00:18:21.360 --> 00:18:26.799
And then how do I get them to a place like what you had said, you're guiding them on a journey.
00:18:26.960 --> 00:18:31.440
How do I get them to a place to say, oh, this is the action I want to take?
00:18:31.519 --> 00:18:37.680
And I see why I want to take it, because it's going to benefit me in X, Y, and Z.
00:18:37.920 --> 00:18:43.200
And so that's the same thing in copywriting is like, how do you get people to take that action?
00:18:43.360 --> 00:18:47.759
And then the fun part I like to sprinkle in is how do you get your personality in there?
00:18:47.839 --> 00:18:59.359
So it doesn't just feel like it's just another email from an email template, which a lot of my clients come to me with is I'm trying using these email templates, they're not working.
00:18:59.440 --> 00:19:02.720
It's because their their voice isn't in it.
00:19:02.960 --> 00:19:12.000
And also I, you know, I hear a lot of I'm using AI, I'm using Chat GPT, I'm having it write my emails and it's not working.
00:19:12.159 --> 00:19:13.359
It's it's the same thing.
00:19:13.440 --> 00:19:16.480
It's because it's very, it's it's very flat.
00:19:16.720 --> 00:19:22.480
It's not hooking the people in that they that my clients are trying to attract to them.
00:19:22.639 --> 00:19:32.319
And so when you add your personality into your copy, that adds another layer of, okay, I understand why I want to take this action.
00:19:32.559 --> 00:19:37.759
And I'm also getting to know you in the process, which is that emotional connection.
00:19:38.079 --> 00:19:42.159
People are going to more likely do things because of that emotional connection.
00:19:42.319 --> 00:19:48.559
So that's what I call my my sticky cat topics of how to infuse your personality into your copy.
00:19:48.720 --> 00:19:52.559
And it doesn't have to be necessarily look one way or another.
00:19:52.720 --> 00:19:56.079
I think that's another big I mean, I think that's the biggest.
00:19:56.240 --> 00:20:03.279
Um it's the most common mistake I see, and I I've fallen into it, is like, oh, I have to write a certain way.
00:20:03.519 --> 00:20:05.680
I have to sound a certain way.
00:20:06.079 --> 00:20:16.960
Um, and then they're not getting that engagement from their emails because they're when you start writing from your authentic writing voice, then people notice and they'll they'll start to engage.
00:20:17.759 --> 00:20:18.240
Yeah.
00:20:18.399 --> 00:20:18.879
Yeah.
00:20:19.200 --> 00:20:21.279
I uh completely get that.
00:20:21.440 --> 00:20:26.799
I'll have people reply to my emails and just say, I love your emails.
00:20:26.960 --> 00:20:30.879
And like they're not specifically taking any action.
00:20:31.039 --> 00:20:32.399
It just feels like me.
00:20:32.559 --> 00:20:34.240
It feels like you're talking to me.
00:20:34.559 --> 00:20:40.240
But um, so I there were a couple pieces that I really wanted to hang on to.
00:20:40.799 --> 00:20:54.480
So, what are some strategies we can take to help people maybe see themselves in that story so they realize that they want to take action on the thing that you're writing about?
00:20:55.200 --> 00:20:55.759
Hmm.
00:20:56.399 --> 00:21:12.480
Okay, so generally, this is this is one of the things that it's one of the tips that I like to share with like when clients come to me and they're like, I wrote this testimonial, this transformational email.
00:21:12.559 --> 00:21:15.759
It was about their client's transformation in their program.
00:21:17.119 --> 00:21:22.799
And they're they're so excited about it because they're like, look at look at this amazing transformation that happened with the client.
00:21:23.119 --> 00:21:31.440
And they're like, no one, no one click, no one clicked on on like it was a quick two-minute, you know, video testimonial.
00:21:32.079 --> 00:21:36.319
Um, and that's that's where the the the copywriting piece comes in.
00:21:36.399 --> 00:21:44.559
But what one like one big tip you can do with your CTA, the call to action, is give, like, give a reason.
00:21:44.720 --> 00:21:47.200
Give a reason for them to take the action.
00:21:47.440 --> 00:21:59.519
Like, um, for the example of of the email with the testimonial, like, click here to listen to the the two-minute testimonial because, and then give the reason why they should listen to it.
00:21:59.680 --> 00:22:12.240
Like, um, you can find find find your own story in it or whatever, whatever it is, because people are way more likely to take the action when you give them a reason.
00:22:12.319 --> 00:22:21.440
They did this whole uh there was a whole study done on this where um there are people standing in line to make copies at a Xerox machine.
00:22:21.519 --> 00:22:22.879
So yes, I know this is a little out.
00:22:25.759 --> 00:22:27.599
Um they still exist.
00:22:28.399 --> 00:22:29.359
They still exist.
00:22:30.480 --> 00:22:38.000
And it it kind of the study is fascinating, but uh basically people are standing in line to make copies.
00:22:38.159 --> 00:22:42.240
And if you just if you try and cut in line and just say, can I cut in line?
00:22:42.399 --> 00:22:50.079
I said I don't remember what the percentage was, but it was like 90 to 100% said the person said no, you can't you can't cut me.
00:22:50.240 --> 00:23:02.240
But if you give a reason, suddenly um people, it was like 90 to 100% said yes, like can I cut you because I'm running late?
00:23:02.480 --> 00:23:09.440
Or they even did one where they said the reason was can I cut you because I want to cut you?
00:23:09.680 --> 00:23:11.039
People would say yes to that too.
00:23:11.200 --> 00:23:19.839
They would say yes, so even if the reason was just exactly what the action was, I would thought that's what I'm saying.
00:23:20.000 --> 00:23:21.599
I would probably say no still.
00:23:22.799 --> 00:23:24.240
And I'm like, I can't.
00:23:24.399 --> 00:23:35.519
No, I not but I I think there's there's something to be said about g just giving when you give someone a reason, then they're more likely to to take that action.
00:23:35.680 --> 00:23:46.399
It's just again about helping them process why to take the action to help them understand like what the what the benefit would be for them.
00:23:47.519 --> 00:23:49.440
Yeah, that makes sense.
00:23:51.359 --> 00:23:54.159
So, okay, let's go from the beginning.
00:23:54.319 --> 00:23:55.519
We have a hook.
00:23:55.839 --> 00:24:08.960
We're telling everyday stories that lead back to our businesses, our offers, so they can kind of see like how this works in a way that relates to them.
00:24:09.599 --> 00:24:12.399
Um, we want to keep people reading.
00:24:12.559 --> 00:24:16.319
I always think of um the monster at the end of this book.
00:24:16.559 --> 00:24:17.920
You have a three-year-old.
00:24:18.000 --> 00:24:19.920
So you probably know the Grover story.
00:24:20.399 --> 00:24:20.879
Grover.
00:24:21.039 --> 00:24:25.359
Like you keep on reading, you're like, what's the end of the book?
00:24:25.519 --> 00:24:31.839
But it's like there's a constant desire to flip that page to see what's gonna happen next.
00:24:32.079 --> 00:24:37.359
So you can kind of do that in your storytelling to keep people reading to that next paragraph.
00:24:37.839 --> 00:24:39.759
Ruth ruthlessly edit.
00:24:40.319 --> 00:24:49.759
So it'll be like an Erm Ernest Hemingway situation where he said something like, uh, write drunk, edit sober.
00:24:50.319 --> 00:25:01.599
You write a messy front first draft, and then you edit ruthlessly, and then you want to end with a call to action that gives them a reason to actually take action.
00:25:04.240 --> 00:25:05.839
Okay, excellent.
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