This is the 3rd email in the Storyselling Series. So far, you’ve discovered:
~ why almost everything you know about storytelling is wrong
~ why the “hero’s journey” doesn’t work
~ the real reason why some stories go viral while others flop
And I ended yesterday’s email with a question:
IF no one can guarantee which story will go viral—even when you “know” what makes a potentially good story—what can you do?
Most importantly…
How can you still leverage the power of storytelling for your business?
To answer this question, let me take you on a quick detour.
Imagine you’re playing a game.
The host pulls you onto the stage, gives you a dice, and announces:
“Here’s a dice. There are 6 sides.”
You spin the dice in your hand. Regular dice. Nothing special.
The host continues:
“When you throw this dice, every time you hit a 6, you win 10 grand… every time you get a 5, you win 5 grand… every time you land a 4, you win 2 grand… every time you toss a 3, you win 1 grand… every time you see a 2, you win 100 buckaroos… every time you pull a 1, you get zero.”
You hesitate and ask…
“So… how many chances do I have?”
The host returns a puzzled face.
“Unlimited. Of course.”
Now you’re skeptical. There’s no such thing as free lunch.
“Then, what’s the catch for throwing the dice? What’s the cost?”
“The cost is…” the host pauses for dramatic effect. “0.2 cents for every toss!!!”
Then, the host looks at you with a stone face.
“I know this is expensive. But… do you have the courage to play!”
The host challenges you, expecting you to back off.
You’re shocked.
Not because it’s expensive… but because it’s so cheap.
It’s literally “free lunch.”
You are going to throw it as many times as possible.
So… why am I telling you this story?
Because this is the answer to the question I asked in yesterday’s email.
How do you guarantee a win with storytelling in your marketing… when you don’t know which story will go viral?
You toss the dice as many times as possible to find the winner.
It’s really that simple.
Simple Marketing Principle #2: Frequency is King
This is what makes email marketing such a powerful strategy.
If you’re using paid advertising, “tossing the dice” would cost you an arm and a leg.
BUT
If you’re sending emails… each email costs you ~0.2 cent (using Klaviyo)… and you have such a high chance of winning.
I have never sent an email that didn’t result in more sales for my clients.
So…
The scenario I showed you a minute ago?
When the odds of making money are 5 out of 6?
That’s being CONSERVATIVE.
I’m going to end this email right here because I want you to think about what I just shared. It’s the most powerful lesson I want you to take away.
Tomorrow, we’ll conclude the Storyselling Series by making the final connection:
How do you transition from “plain storytelling” to “storyselling that makes it rain”?
To be continued…
– WYH
P.S. – The interesting thing is…
Klaviyo is acting like the game host in real life. Their marketing message has always been: “You can make a ton by sending emails… so use our service… but I want you to send as few emails as possible.”