Let me tell you about the time I almost lost a client because of a single sentence in an email… how was I to know they’d be especially triggered by the word ‘sausage’?
Stories are enticing. As human beings, we love to use our imagination and to be whisked away by flights of fancy. Whimsical dreaming happens to us all as we sit and wonder what life might be like, if… and most of us are drawn to stories whenever we have a break from the pressures of daily life, whether that is feet-up in front of the TV, or chatting energetically with a friend about the latest gossip.
In email marketing, stories are a way to bypass the logical evaluation step (‘is this course worth my time?’, ‘is this product worth the price?’) and get straight to the human connection.
Your reader sympathises with the events, slides themselves into the narrative, and imagines what it might be like for them. With a good story, by the time the sales pitch becomes clear, chances are your audience already got there themselves and are in keen agreement.
Of course, we’re not talking about bashing Pride and Prejudice or The Fellowship of the Ring into every email – so what do we mean by ‘stories’ in email marketing and how can they be effectively leveraged?
1 - Relate To The Reader
A good story is there to connect, which means you need to relate, not dictate. The key with a marketing story is to construct alignment with the reader, finding that shared ground that allows them to say ‘hey, yeah, I feel like that sometimes’ or ‘I’ve done exactly the same thing’.
Examples include:
- The shared mistake – People react well to humans, especially in the modern world, where there’s a growing distrust of fake content. By telling the tale of the time something went wrong (and importantly, how whatever you’re selling solves it, but we’ll get to that), you become fallible and relatable.
- Explore a pain point – In marketing, a ‘pain point’ is the challenge your reader has that they need to overcome. Identifying your audience’s pain points will help you construct a story that’s relevant.
- Use common connections – While referencing can be overdone, and may divide an audience, used effectively, it promotes shared experiences. When you discuss something that’s in the current social news cycle, or discuss a well-known figure, you provide a touchpoint that your reader can understand. Often, here, softness is better: mentioning how kids cartoons were better in the 90s will typically be better received than a political rant about the state of the world.
Relating to something the reader understands draws them in – now you just have to keep them.
2 - Keep Your Stories Tight
You’re not writing a novel. You’re not writing a short story. You’re not writing a multi-part serial epic. You’re writing an email anecdote, and that means it should be short and sharp.
If your story starts to go beyond a few hundred words, stop, go back and edit it right back. Email readers are looking to read for under a minute, which means 500 words is already too long without a break.
Every line in your story should be used to either:
- Increase curiosity – that’s what pulls them along.
- Build emotion – that’s what makes them connect.
- Develop credibility – that’s what creates trust.
- Lead into the offer – that’s what makes a sale.
If it’s not doing one of those things, slice it up and cut it out. You don’t need to set a scene, you need to get to the point.
3 - You Don’t Need Drama
You’re not writing a novel. You’re not writing a short story.
OK, I’ve done that bit, but it is worth repeating. Your story doesn’t need to have Shakespearean levels of tragedy or Eastenders-style impact – in fact, some of the best email stories are built from tiny moments. Think:
- an unusual customer request
- a mistake that led to a small-but-impactful change
- an overheard conversation
- an observation in the supermarket
- an unexpected hiccup
Small things with identifiable solutions and a relatable premise. That’s it.
4 - Transform, Don’t Inform
This steps a little into advanced story technique, but don’t be scared! Transformation just means ‘change’ and that’s what stories are all about – moving from one position to another.
You’re looking to influence your reader’s position, moving them closer to the goal of making a firm action, so use your story to transform them. In a good story (even a short one), someone always changes. They:
- realise something
- avoid something
- lose something
- win something
- fix something
- understand something
Moving your story characters, and therefore, your readers, through this process takes them from mildly interested subscriber to engaged customer.
5 - Move Naturally to Your CTA
Your Call to Action (CTA) is the reason you’re writing this story – it’s not because you want feedback on your latest creative piece (and if it is, you might benefit from a different outlet!). This is not ‘what do you think of my prose?’, this is ‘here’s how my service or product will help you, buy it today’.
But if you just bolt on your CTA it’s going to be jarring and ineffective. Remember, the story is a journey, and the CTA is part of that journey. Avoid:
- ‘Anyway, moving on, sign up to my course.’
And use more:
- ‘…Hugo found he saved hours and felt significantly less stressed thanks to this simple change.’
Email Stories with Nathan Littleton
Boost your email marketing with some well-crafted stories. Working in partnership, I can help you turn your real-life experiences into conversion-making anecdotes and before too long, you’ll be creating effective stories that sell.
Book a free initial consultation today, and let’s discuss how we can work together to improve your email conversion success through stories.
