Hey, hey Reader,

Back in November, my husband, our son, and I traveled back to the States (if you're new here, hi:) I live in Copenhagen).

We stayed in our old neighborhood and went to our usual local haunts…

the restaurant in town, the playground, and yes, our Shoprite.

All 3 of us went. Not because we had to, but because we wanted to.

Copenhagen has plenty of small grocery stores, but they pale in comparison to your Whole Foods, Wegman’s, and Krogers.

Things took a turn when we hit the coffee creamer aisle.

Italian Sweet Creme, Hazelnut, and dear God, even Snickers?!

I turned to my husband, hugged him, and whispered, 'There are just… so many options.'

I was elated and overwhelmed.

The volume of choices was damn near intoxicating if it weren’t for that pesky indecision inside.

This is exactly what it’s like for administrators and educators.

Their inbox is the proverbial Shoprite filled with a smattering of literacy curriculums, AI lesson generators, and virtual tutoring companies.

And to really get yourself into their shoes, consider these mind-numbing questions…

• What should we have for dinner?
• What movie should we watch?
• What should we do this weekend?

We are drowning in choices and starving for decisions.

Because by the time we’ve scrolled through the movie genres, debated the takeout options, and overanalyzed every tiny preference, we’re too exhausted to care.

So make it easier for school buyers and influencers.
Make your emails fun to read.

If humor isn’t your brand, tell stories then.
Don’t have any stories? Make up scenarios.

Tell a slanted version of your stories.

Share important news or funding sources.

Be a beaconed voice of reason in the sea of over-saturation.

They will remember that, and when that teeny-tiny buying window opens up, you’ll be in their minds because you’ve been sharing value ever since.

If you need help mining your stories for email (or your brand’s), I’m always here to help. Reply to this email, and we can come up with some together.

That’s it for today. See you next Wednesday.

And as always , I'm rooting for you 👏. Kelly