Why Avocados Could Be Your Best Marketing Tool
Something Different Today
Normally, I publish an exclusive newsletter for my subscribers on a Wednesday that includes a chapter from an upcoming book. However, I have just released my latest book, so I want to give my subscribers a link to grab it for free tomorrow.
Just doing that seemed like a waste of a newsletter, so I’ll include the link after the content so everyone can read my words of wisdom.
Let’s Go
Nothing bad ever happens to a marketer.
At least, that’s what someone told me once—right after my house partially burned down in a wildfire.
We lost two cars and more, but I did what any self-respecting marketer would do: turned it into content.
The next day, I sent an offer to my list.
Every product I had was priced at $9.11 (911—get it?). (The emergency number in Spain is 112… I’m not stupid!)
Not only did it make people laugh, but it also gave me a reason to email them and sell something.
Because here’s the truth, anything can be content.
The weird ice cream flavor you tried last weekend? Content.
The rising price of avocados at the grocery store? Content.
But there’s a difference between just content and great content.
Anyone can write a sentence about overpriced avocados, but only a skilled marketer can transform that into a story people care about—and use it to sell.
The Three Elements of Great Content
Over the years, I’ve noticed that great content always has three key ingredients:
•The Story: This is your entry point. It captures attention and makes people want to keep reading.
•The Lesson: This is where the value lies—the thing your audience will walk away remembering.
•The Transition: This is the bridge that connects your story to the lesson seamlessly.
Let’s break this down.
Imagine you’re talking about avocados. The story might start with how you were shocked by their price on your last grocery run.
But then, the transition comes in: what does this mean for your audience?
Maybe it’s about rising costs everywhere, tying into the value of acting now before prices rise even more.
The lesson could be simple: don’t wait to invest in something valuable—it won’t stay this cheap forever.
Finding “The Angle”
Here’s where most people trip up. They have the story (avocado prices), but they lack the angle.
They write content that reads like random diary entries instead of something their audience cares about.
So, how do you find your angle?
Ask yourself one simple question:
What does my audience need to know to see the value in what I’m offering?
For example:
If you’re selling a course, the angle might be about how rising prices mean investing in yourself now is smarter than ever.
If you’re selling a product, it might be about how scarcity increases value.
Your goal is to take something mundane and tie it to what your audience truly cares about.
A €500 Lesson on Fish
Years ago, I wrote an email about the price of fish, specifically how I ended up paying €500 for a meal in a fancy restaurant.
Now, was my audience dying to hear about fish?
No. But the story wasn’t really about fish.
I took them on a journey: how I discovered the restaurant, why I agreed to such a price, and—most importantly—what I learned from the experience.
The lesson?
Value is subjective, and people will pay premium prices for something they truly want.
That email?
One of my most profitable ever.
Why?
Because it wasn’t about fish.
It was about them. Their desires, their decisions, their priorities.
Everything Can Be Content
Your next email or blog post doesn’t need to start with some grand life event.
A walk in the park, a broken coffee machine, or yes, even a bus ride can spark incredible content.
The secret is in the connection you create.
Find the story, discover the lesson, and tie it back to what matters most to your audience.
The next time you’re stuck for ideas, just remember: even overpriced avocados can sell.
You just need a story, a transition, and a lesson.
So, what story are you telling today?
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