- “Unless you have a story, you don’t have a way to persuade people” – Michael Lewis, Bestselling author who’s sold over 9M copies
- “Marketing is no longer about the stuff you make but about the stories you tell.” – Seth Godin, 19 internationally bestseller author
- “Storytelling is the most powerful way to put ideas into the world today.” – Robert McKee, mentor to Pixar writers
- “The most successful brands are those that tell the best stories.” – Richard Branson, founder of Virgin Group
- “Facts tell, but stories sell.” – Zig Ziglar, iconic sales trainer
I can go on.
But you get the point…
If you want to write emails that are so good… your prospects will drop what they are about to do… and seek out your emails first…
Then, tell stories.
Not just any stories…
A very specific type.
Because context matters.
Stories written for movies… comedies… or even the dinner table… are DIFFERENT from email storytelling.
Email storytelling focuses on 3 things:
~ Grab your readers’ attention in the very first line (or at least hint for a fun read)
~ Focus on building a world that demonstrates your value, beliefs, and characters—attracting like-minded prospects—so that your readers learn to know, like, trust, and ADMIRE you in the long term
(You don’t need your prospects to “like” you for them to buy from you… but they do need to know, trust… and secretly admire you. A good example is most people will NOT “like” Elon Musk in person because he’s a psycho… but secretly admire his achievements)
~ Use entertainment to capture the reader’s attention for as long as possible… because the more emails a prospect reads, the more likely they will buy
**Lesson for business owner**
As a business owner, you do not have to be the one “writing” your emails. But you do need to know how to review the stories.
So, a very simple rule for email storytelling is…
Do your readers know a little more about YOU after every email?
Not just your ‘brand.’
But YOU as the face behind this brand.
To be continued…
– WYH