Storytelling Weekly – #006 Brooki Bakehouse

I opened the TikTok app.

A cheerful gal popped into my screen.

Her light-brown hair was neatly tied back. She wore a white bib apron with a plaid hand towel tucked at her waist. 

She smiled at the screen through a pastry shelf plus dozens of red-ish macarons… and said:

“A day in my life as a bakery owner…”

“It’s 5 am, and I’m ready to start for the day!”

This was my first introduction to the Brooki Bakehouse – a TikTok sensation that turned a new bakery into a blockbuster with millions of raving fans.

(Okay. I’ve been writing about food brands quite a bit. But hey, I’m a foodie. 🤤)

Recap of Storytelling Weekly

Before diving in, here’s a quick recap for newcomers just tuning in to my One Story A Week Series. 

  • Once a week, I’ll find an interesting brand to study.
  • I’ll break down what I like about their storytelling techniques.
  • Then, I’ll show you how to utilize these stories in email campaigns.
Full Disclaimer

I don’t have any insider info or access to their account. So, I’m writing based on studying their website, interviews, and emails. However, I don’t have proof of earning claims or results of specific campaigns.

Now, there won’t be any “hard selling” in this series, but – 

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Brand Introduction

Ecommerce Email Marketing - Brooki Logo

Brooki Bakehouse was founded in 2022 – near the tail of the pandemic.

Their mission?

Create a bakery that ships freshly baked products to your doorstep daily.

Now, this isn’t a “brand new” concept…

(a lot of major grocery chains have delivery service for their baked goods)

But what separates Brooki is the personality behind the brand.

Storytelling Tactics




If you’ve ever watched one of Brooki’s videos, you’ll understand:

No fancy post-production.

No complicated editing.

No background music.

It’s like enjoying afternoon tea with a good friend… listening to her stories… and having a good time. It feels like a fresh breath of air!

(especially when most social media content feels like sleazy advertorials)

Here’s one of her TikTok videos:

And this is the secret recipe behind Brooki’s success.

Telling stories that feel personal – touching the hearts of millions.


Most of Brooki’s audience will not become a bakery owner.

A lot of them will never bake a cookie in their life.

And that’s fine.

Because Brooki’s stories take people on an adventure…

An adventure that’s both exciting and encouraging, saving people from their mundane lives.

Even if this highlight is only a few minutes short, like a TikTok video…

If you take someone on this journey, you can transform them into lifelong raving fans. (this is why people travel hundreds of miles to buy a cookie at Brooki)

Email Tip of The Week

Entrepreneurs often reject telling personal stories.

It feels too intimate.

Too vulnerable.

It’s like sharing your deepest secret with the world… when you don’t know how others would judge. 

But here’s the truth:

You have amazing stories.

And your audience would love to hear them.

Yes, some people might be a jerk and leave nasty comments…

…but with every “hater,” there are 10x more fans.

When you share stories with your audience, you become a leader worth following.

Fair warning:

Personal stories are one of the most powerful storytelling techniques.

But it’s not as easy as – 

“I woke up. Ate breakfast. Worked hard today.”

It takes a lot of practice to tell everyday stories entertainingly and engagingly.

Brooke Saward – the owner of Brooki – is also the founder and Editor-in-Chief of the renowned solo-traveling blog, “World of Wanderlust.” So, she is not a newbie who “accidentally” made it on TikTok.

She’s a master storyteller who’s been practicing for years…

But if you never start, you’ll never know how.

(btw – this is the reason why I developed my Email Profit Engine DFY service – to help busy owners tell their stories without having to become a copywriter)


So, here’s my challenge for you:

Share one story a day with your audience for the next 7 days.

(use whatever platform – email, Facebook, Instagram, etc – doesn’t matter)

Follow this outline – 

  1. Here’s something interesting that happened in my life/business
  2. Here’s what I learned in this story
  3. Here’s my advice for you

Simple, right?


Do this for 7 days…

And you’ll notice that telling personal stories can be fun (and profitable)!