Let’s continue with yesterday’s email and share the #1 tip for email storytelling. But first, some context:
The Titanic had been the highest gross revenue in the world for 12 years.
It’s still the #4 in all history after 27+ years.
But the interesting part is…
No one fell in love because of the “plot.”
It’s the same beaten-to-death romance story.
A rich girl falls in love with a poor young guy… and ends with one side dying.
*roll eyes*
You get a dozen Christmas movies—with similar plots—every December.
But people love Titanic because of the memorable “snapshots”:
~ A young Rose trembling on the boat’s edge, staring into the dark abyss of the ocean. A young Jack walks up gently, saying, “You jump, I jump”
~ A beautiful Rose dropping her clothes, wearing nothing but the diamond, stunning Jack
~ Jack holding Rose by the waist, facing the wind with wide open arms, soaring through the ocean like they’re flying
~ The misty car… with a hand slapping the window and slowly sliding away
~ An old Rose, walking up to the edge of the boat with her shaking feet… and *pop* drops the diamond into the sea like a silent farewell
And this is the #1 tip for email storytelling:
Stop trying to tell a “hero’s journey.”
Focus on ONE little moment.
A SNAPSHOT
Walk your audience through ONE SCENE where they can see themselves using and enjoying your product.
Once they can picture it vividly in their mind…
They become customers.
Cheering for you,
– WYH
PS – I know. It’s easier said than done. So, if you’re not a storytelling geek like me, and want someone to write all your emails, reach out.
We can discuss what’s best for you.