Last week, I spent a lot of time snuggling on the couch procrastin… reading Mattew Dicks’ book – Storyworthy.
It’s an interesting read, but something immediately felt weird…
On Page 34, Matthew said:
“If you wouldn’t tell your story at dinner that way, for goodness’s sake, don’t tell it on stage that way.”
Then, on Page 41:
“The story about my wife uncovering my childhood secret, in the full seven-minute version, is one of the most popular stories that I tell…”
Wait… What?! 7-minute story?
This is when I realized the problem.
Storytelling is very contextual.
Telling a story in an email is drastically different than telling a story on a stage… in a book… at dinner… or even in person.
Here’s why:
People pay for a comedy show.
People sit down “ready” to read a book for 30-60 minutes.
People must eat that dinner regardless of the story
But people are actively looking for a reason to DELETE a boring email.
See the difference?
The intention.
When you’re telling a story on stage (book, dinner), the audience isn’t going anywhere. They will give you the benefit of the doubt and allow you to set up the story – even when it’s taking a bit too long.
You can also use your body language and/or eye contact to sustain the excitement.
But…
Nobody will spend 7 minutes reading an email.
An email storyteller has to:
- Capture the attention within 2 seconds.
(Or they bounce)
- Set up the story in just one or two lines – MAX.
(Or they bounce)
- Maintain that attention like an emotional roller-coaster.
(Or they bounce)
No, I’m not saying email storytelling is harder… or better…
It’s just different.
So, if you want to use email to cultivate a list of raving fans who buy every offer you introduce…
For goodness’s sake, please don’t spend 7 minutes telling a story in your email. And if you need help, check this out.
K. That’s all. Got to bounce.
I have a book funnel I need to create today. 😁
Cheering for you,
Wuyen