One of the biggest sticking points in consistently nurturing relationships isn’t deciding who to reach out to.

It’s figuring out what to say.

Whether you’re just starting to think about nurturing your important relationships, or already have a list of people to nurture, you’ll eventually face the “now what?” moment. You know relationships matter. You want to deepen trust, show people they’re valued, and give them a reason to stick with you, or share your business with others.  But how do you actually show up in a way that feels thoughtful, not awkward or forced?  And certainly not like another brand message that they just ignore. 

This is another roadblock where most outreach strategies stall out.

That’s exactly why we created a simple framework to help you move from intention to action. The Expressory’s Six Strategic Storylines™ will help you design memorable touchpoints that strengthen relationships for the long-term.

Let’s walk through what they are, and how they can help you design experiences that make people feel seen, understood, and supported (the scientific foundational elements of relationships).

Why Storytelling Strategy Works

At The Expressory, we believe in the power of emotional loyalty. It’s what turns happy clients into raving fans. It’s what shortens sales cycles, deepens trust, and keeps your team energized and engaged.

But emotional loyalty doesn’t come from random gestures or clever email sequences.

It comes from meaning.

When your outreach is rooted in a thoughtful “why” and when it reflects what you know about someone or aligns with where they are in their journey, it doesn’t just get noticed. It gets remembered.

That’s the heart of The Expressory’s Six Strategic Storylines™.

Each storyline helps you connect your outreach back to something personal, timely, or emotionally resonant. Used intentionally, they shift your messages from generic to genuine.

An Overview of The Expressory’s Six Strategic Storylines™

We’ll be diving deeper into each of these in future blogs, but here’s a preview of what’s ahead.

1. Relationship-Related

Tap into shared traditions, values, or history with something that speaks to belonging or legacy. These are the “You’re one of us” moments.

Example: A journal and two-dollar bill shared with a story about gratitude passed down through family.

2. Transition Acknowledgement

Life is full of change. Whether someone is launching something new, wrapping up a project, or simply shifting gears, this storyline says, “I see you moving forward.” And spoiler alert, you can even use seasonal or environmental transitions to create meaningful messages. 

Example: A handcrafted pen given during a strategic planning season with a message to “stay the course, even when it feels difficult.” 

3. Shared Experiences

Great for follow-ups before or after events, collaborations, or even shared industry challenges. This one builds the “we’ve been through this together” bond.

Example: Sending a quirky “Dammit Doll” post-pandemic to validate shared frustration with humor and care.

4. Goal Acknowledgement

Celebrate a milestone or offer encouragement toward a goal. This one motivates and builds positive association with your brand.

Example: A golden shovel sent to clients building their dream home which turns a running joke into a lifetime story.

5. DIY Gifting

Gifts that are handmade, handcrafted, or custom-created have power. They show effort. And effort makes people feel important.

Example: Our artisan-made cards, often displayed long after the gift itself is gone.

6. Gift Acquisition

Sometimes the story behind the gift is the gift. This works especially well when the item took effort to source or has a meaningful backstory.

Example: A lost bracelet, miraculously found overseas by a thoughtful colleague is now a story that’s told years later.

It's Not About the Gift - It's About the Story

Here’s the truth.  You don’t need to send expensive gifts or write epic emails to stand out. You just need to make someone feel seen.

And stories do that.

A simple gesture, when connected to one of these storylines, has the power to create trust and trigger that emotional “this meant something” response. These are the moments people share with their team, talk about at networking events, or post about online. Because they felt something real.

That’s not marketing fluff. That’s human connection. And in today’s noisy world, that’s what earns you trust, referrals, and loyalty.

What's Coming Next

Over the next several weeks, we’ll be unpacking each of The Expressory’s Six Strategic Storylines™ in detail.  We’ll share examples, inspiration, and guidance to help you brainstorm meaningful touchpoints for your business.

Whether you’re nurturing new leads, re-engaging past clients, or investing in your internal team, you’ll leave with a library of ideas to pull from and a strategy to keep you consistent.

So grab your list of contacts and your spreadsheet of themes, because it’s time to move from knowing what’s important to showing that it matters.

And if you haven’t built your theme list yet, don’t worry. You can learn more about how to create that list with this blog. 

5 Questions to Reflect On Right Now

As you get ready to apply what you’ve learned, here are five questions to guide your next steps:

1. Do I understand what matters to the people I’m reaching out to?
If not, it’s time to gather some intel. What are their goals, values, or recent changes?

2. Have I categorized my contacts by theme or focus?
Themes, when combined with these storylines, help you create meaningful touchpoints that align with each contact’s world.

3. Am I being intentional with why I’m reaching out, not just how?
Ask yourself: What’s the story behind this gesture?

4. Are my current outreach efforts building emotional engagement or just visibility?
Visibility gets attention. Emotional engagement keeps it.

5. Could my next touchpoint tell a better story?
Start with one contact. Choose a theme. Pick a storyline. See what happens.

Need help putting this all into practice? That’s what we’re here for.

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