If a potato can, you can too

In 2015, Alex Craig started Potato Parcel. A company that ships potatoes with messages instead of usual greeting cards.

Yes, potatoes.

Right now, this company has:

• 49.4K followers on Instagram

• ~$1.75M in annual revenue

• Appeared on Shark Tank and got an investment from Kevin O'Leary in 2016

They sell potatoes....

Why the spud story?

Think with me for a second.

Every week I get messages from rental operators who seem to have a similar concern:

"My property isn't interesting so I don't think marketing will work for me."

I promise most stays are much more interesting than potatoes.

Here's the truth we can learn from Alex Craig:

• Normal

• Not unique

Doesn't kill marketing. Boring does.

The best marketers don't flaunt the features and product benefits. They uncover angles.

Once an angle works, they pull on it until a story is created.

So if you think your property is un-marketable, think again.

• Maybe it was built by your grandfather and the story of Grandpa Jacks Cabin comes to life.

• True story: I know of a guy who bought a house that looks like everyone else's but branded it for fly fisherman. It's booked out months in advance.

• If your cabin has the bare bones essentials, lean into the simplicity lifestyle.

Everything has an angle that would get people excited. Including potatoes.

How to find a creative angle

First, there are two cornerstone elements you must identify and build on.

1. Emotion

2. Visual representation

There are 6 basic emotions anyone can tap into:

• Joy

• Hope

• Trust

• Fear

• Sadness

• Anger

Potato parcel chose joy and sold something that was ridiculous to get in the mail.

Mine is trust. The goal of my marketing is to make you and I closer friends.

Then, you need a visual element that represents your story.

• Grandpa Jacks Cabin: A guy in a flannel chopping wood out front.

• Fly Fishermans Escape: People fishing in the river with the property in the background.

• Simplicity Stay: Coffee on the table with someone wearing a snuggy looking out the window.

The visual element helps you write the story. The emotional element gets people stay interested.

Nail these two things, and you'll build an amazing story tower.

Action step: Take two minutes to come up with your angle. Reply to this email and let me know what you got.

That's all for today. I'll see you in the next article.

P.S. Writing this from New York City. My favorite burger place ever is here. It’s called Hamburger America. Take the 1 train to Houston Street in SoHo next time you visit. 10/10.

Before you go

I spend about 10 hours writing this newsletter each week. The rest of my time is spent running Lodge Social.

Our marketing team will help you get more guests to like, share and book.

Work with me and my team here.

Links you might like:

1. Quick Meta Ads tip (Instagram)

2. How to make $100K of bookings in 2026 (The Lodge Social)

3. Best states to visit in the USA - big fan of #3 and #4 (Wander)

4. The best hospitality secret in America (Isaac French)