“Facts tell… stories sell.” – Bryan Eisenberg, NY Times bestselling author
Storytelling allows you to weave your objective into an emotional, sensory experience that makes the reader feel like they are part of the narrative, as opposed to being sold to. It helps overcome buying objections by showing them that you have a connection.
Developing a connection in this way can help you change the conversation away from which is the cheapest to which gives me the confidence that it will work.
Bring the reader into your story.
Getting the reader to identify with the protagonist of your story helps set the scene. By showing the protagonist has a problem to solve, the reader realises, or begins to believe, they too have a problem that needs solving, and that you have the solution.
Be the guide, not the oracle.
No one likes to be told the answers, people much prefer the sense of accomplishment achieved by figuring it out for themselves. Be their guide, their source of information and give them the all components they need to make their own decisions about how you can solve their problem.
The three main chapters of your product story:
- The world before
- The problem that has arisen
- The solution
Feeling involved in the narrative naturally lowers objections to a sale – most customers don’t want to be involved in an exchange that they ultimately lose out on, be it time or money. Aim to appeal to your audience emotionally, bypassing rationalising thoughts.
Keep the narrative relevant.
Keeping to a consistent story throughout an email campaign is a good way to build brand loyalty and entice readers to open the next one – they’ll see it as the next instalment to a series they are invested in.
If you need some help writing your email marketing story, get in touch!