Legend has it…
Over a hundred years ago, Ernest Hemingway was having lunch with a group of writers when he boasted that he could write a story with merely 6 words.
His friends scoffed.
No one believed him.
So, Hemingway took their bets… laid down a napkin… and scribbled:
“For sale: Baby shoes, never worn”
The famous 6-word story.
A story that does not directly claim a tragedy, but implies one. A story that rips away all complications and condenses all the emotions into 6 simple words. A story that flashes imagination inside the readers’ minds without explaining the punchline. A story that stunned the writers and won the bets.
Whether this is a true story… or an urban myth is not the point.
The point is –
Most people think storytelling is challenging.
Hard.
Complex.
They believe you need a beginning, middle, and end. You need a hero vs villain. You need a journey with conflict, guides, and resolution.
They think a story has to be long… and complete.
They assume you have to be Stephen King or Michael Lewis to write a compelling story.
But the truth?
Email storytelling is different.
It works best with a single scene, rather than a full adventure. It impacts the most with fewer words — focusing on clarity over cleverness. It captures the readers’ attention… but never offers a resolution.
(Because you can only find the resolution through purchasing the product… which opens up a new problem, introducing a new opportunity, leading to another new purchase.)
Let’s look at the 6-word story again:
“For sale: Baby shoes, never worn”
For sale: Action that leads to a desired goal
Baby shoes: The main character
Never worn: The conflict
Now, here’s the mistake most marketers make…
When discussing one-line stories, marketers often think of slogans.
Nike: “Just do it”
Disneyland: “Happiest place on Earth”
M&M: “Melts in your mouth, not in your hands”
But let’s be real.
These stories are “memorable” not because of how great the “story”… but how much the companies spent on PR.
Instead –
There’s a better place where you can use the ideas of “short-form, 1-line stories.”
A place that does not require more advertising budget.
A place that gives you 36:1 return on investment, compared to the 2:1… or even less you get through advertising.
Guessed it?
…..
….
…
..
.
This is a perfect formula for writing email subject lines.
Want a real example?
Look back at yesterday’s email:
“On retention. Storytelling. Selling without neediness.”
On retention: Action that leads to a desired goal
Storytelling: The main character
Selling without neediness: The conflict
Now you have it. One of the most powerful ways to write story-driven subject lines for your emails to boost open rates and readability.
To be continued…
– WYH