How are you telling your business story? Most often email marketing is a core part of how you are presenting your brand and business to customers and prospects.
This week, I got a remarkable email. Sounds funny, right? The reason it was remarkable was this: it was a story that got me to take action.
I don't know about you but I get a lot of emails. Sometimes over 200 a day. So, when I saw a good story - it made me stop and think. How did they do it? I've found that there are 3 absolutely unbreakable rules for telling marketing stories in email.
The nuts and bolts of storytelling are simple enough - but it's necessary to understand the mind-set of your customers and clients. Are they strapped to a desk - bored out of their minds? Are they inundated with tons of emails in a cluttered in-box? Are they distracted by personal obligations and family problems pulling on their attention?
Even without knowing you or your clients, there are a lot of business, family, personal and social demands for attention. And you can bet there are a lot of things on almost everyone's mind.
So, the big question in storytelling for email marketing is this:
Why should anyone pay attention to you?
I know it seems a bit harsh. But you must answer this question...if you want to tell a compelling story and make your email stand out.
Let's look at the 3 Unbreakable Rules right now.
Rule 1: Grab Attention In The Headline
Even if you have a terrific story - you have to get people to open your email. The subject line is the single most important part of your presentation when it comes to email.
This is very similar to headlines, magazine covers, and book covers. Sure, you must have something interesting to say inside. But the headline is what pulls people in.
If you want your busy clients to read your story, work on your subject line! Many experts in writing advise spending 90% of your time on the headline. The same kind of targeted focus on subject lines is a smart practice.
Rule 2: Stick To A Single Story
Nine times out of ten: tell a single story. Don't go wandering off in the woods and swamps of your lifetime full of experience. Stick to your story. Avoid adding fancy frills and twists. Stick to your story.
Tell a single story, and make sure it's one that matters to your reader. Do this and you're going to get a better response...even in an overloaded brain.
Hint: a single story is simple and short. Keep your emails short and you're in for a pleasant surprise. People are much more likely to respond!
Rule 3: Focus on A Single Action
Yes, it's tempting. Maybe you've got several actions you want your busy client to take. Do not be swayed. Stick to ONE single action.
If you give people several actions to take, what will happen? A big nothing. Too many choices may be your worst enemy.
Instead, keep things simple. One. What could be simpler than that?
Information is a double-edged sword. On the one hand, it can be used to share valuable insights with people across boundaries, across economic barriers, and across time. On the other hand, it can paralyze people into non-action.
But now you know. You know how to focus your emails and inspire people to take decisive action.
Let's just recap:
1. Create a compelling subject line
2. Tell a simple story
3. Provide a single action to take
Not too rough, eh?
Develop your storytelling skills and win results. Tell persuasive stories in email marketing and in face-to-face presenting. Discover how to reach more customers, stand out in a crowd, and grow your business.
Author Resource:
Milly Sonneman is a recognized expert in visual language. She is the co-director of Presentation Storyboarding, a leading presentation training firm, and author of the popular guides: Beyond Words and Rainmaker Stories available on Amazon. Milly helps business professionals give winning presentations, through Email Marketing skills trainings at Presentation Storyboarding. You can find out more about our courses or contact Milly through our website at: http://www.presentationstoryboarding.com/
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