Content marketing: Telling Meaningful Stories

FedEx Assures Happy (and Surprising) Ending to Holiday Story

Christoph Trappe

December 19, 2014


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Surprising twists and turns in events also make for great stories. Why else would we be glued to movies with such plots. Twists and turns don’t happen only in movies. They happen in real life, too …

With the holidays here, we’ve been getting plenty of packages at home. Gifts have been ordered online at various sites. Most packages have arrived without problem. Text messages alerted us of their arrival and that was that. We just have to make sure we have to get them hidden from our daughters.

But then there was the one package that FedEx needed a signature for. Why? I don’t know, but they did and they weren’t going to leave it without one.

The first time they attempted to deliver was during a regular business day. Of course, we weren’t home and couldn’t sign for it. We were greeted by the little slip on the door that they dutifully tried to deliver. (I wonder how often they actually can deliver packages that require signatures to residential residences during the workweek.)

Attempt 2 came and went. We still were going to work so weren’t home! But, FedEx was going to try one more time.

Certainly, you know where this is going. Attempt 3 again happened during a time when we weren’t home.

I wondered what was in the package. Was it something I ordered? Was it a box of German chocolate from my Mom in Germany? I actually asked her if she had sent a package. She said yes, so I started thinking how much trouble I was willing to go through for chocolate. Even though German chocolate rocks, given my current dietary situation of trying to cut calories I was started to think that I would never see the package.

And then my phone rang and guess who! Yup, it was FedEx calling.

“We have a package for you and have already tried delivering it three times.”


“Is there another address where we could deliver it to you?”

Say what? I wasn’t expecting that.

Of course, I gave them the address of my office and the nice FedEx employee said they will deliver it there in the next day or two.

How nice! And unexpected.

The package arrived and turned out to be – not chocolates – but the Christmas gift for my wife from my two daughters.


Thanks, FedEx, for going the extra step.

For all of us storytellers, though, what’s the takeaway?

Stories that have some conflict (how will I get this package?), “heroes” (FedEx employee going the extra step) and a good outcome (I got my package) make good stories that we want to share with others.

Happy holidays!

Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph 319-389-9853

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