I lost my best client because of this mistake

I stood in the grocery store, staring at two identical bags of coffee beans.

Same price. Similar packaging. But I reached for one without hesitation.

Why? Because months earlier, I'd watched a video where the founder trudged through mud in Colombia, sharing stories with farmers who'd grown these beans for generations.

For years, I believed business was about pushing product advantages. Features. Benefits. Discounts. I built marketing campaigns around special offers that brought quick sales but zero loyalty.

Then my best client left for a competitor whose product wasn't even as good as ours.

"Their story resonated with me," she explained. "I feel like I know them."

That hit hard. I'd been selling things when I should have been sharing who we were.

The truth is humans connect with humans, not marketing tactics.

When we lead with our story, we're inviting people into our world. Showing them what we stand for, why we exist.

Think about the brands you truly love. You probably know something about their journey, their values, their reason for being.

Stories make brands relatable, not just transactional. They show values, not just products. They create trust through authentic experiences.

And that emotional connection? It outperforms discounts every single time.

People buy from brands they feel close to. They recommend them to friends. They forgive mistakes. They stick around.

Long-term loyalty comes from shared beliefs, not promotional codes.

So before you craft your next campaign, ask yourself: Am I selling stuff, or am I inviting people into my story?

The difference will determine whether you're building transactions or relationships that last.

What story are you not telling that might create deeper connections with your audience? Reply and let me know.

And tomorrow we’ll see why transparency matters for a business.

— shashank

P.S.

If you loved this email, you'll get even more value from The Brand Engine Course! I'll show you how to craft a compelling brand story that turns casual customers into loyal advocates.

You'll learn the exact framework I used to double client retention rates and increase referrals by 78%.

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