Story

Story Script

This page shows a general outline for a story to attract readers from your email marketing message to your landing page or lead magnet.

Why is a story important?

Stories attract prospects. Especially in the case where the story relates to an internal problem (frustration) the reader happens to have. Your brand offers a solution.

Here’s your outline.

Title: Email Marketing a Brand

Seven-step outline of a story:

1. Create a Character

What do they want?

♦  Email messages to help produce a positive cash flow so they can live better.

2. What’s the Character’s problem? – three categories

Villain: Weak email messages

Internal: The sense of a low worthiness to develop positive email marketing messages.

Philosophical: If I’m willing to work hard on marketing my brand, I deserve to have a happy, better life for my family.

3. Character finds a guide to help with a solution

♦  Guide wants the Character to be the hero.

Empathy: Example guide will have – I care about helping you successfully deliver positive cash flow for your brand. I’ve also been there with a low worthiness feeling and have worked through a guide directing me to a solution.

Authority: Demonstrate competency by showing testimonials, logos, awards, and statistics about the customers you’ve helped. You’re building trust.

4. Guide gives the Character a plan

Process: Give a plan to the Character regarding the steps taken to develop a winning email marketing message.

­­­­­­­­­­­­­­­­­­­­­­♦  Schedule a brainstorm.

♦  Identify the external (villain), internal, and philosophical problems the Character has.

♦  Give direction to the Character on developing the solution.

♦  Guide the Character to create the email message.

♦  Vary content of the subject line in a second message and split-test measuring performance.

Agreement needed: Character might have concerns regarding selling the product or service.

♦  Make a list of those concerns.

♦  Work an agreement to alleviate the Character’s internal fears.

5.  Character needs to add a call to action for the prospect to follow

Direct: Have an obvious direct call to action button on the website copy.

♦  Repeat the button in several places.

♦  Be bold.

♦  Challenge the prospect to take the action.

Transitional: Have a brainstorm session to identify transitional calls to action.
Such as free information, samples, testimonials, or a free trail.

♦  Keep the prospect interested.

♦  Then take the initiative to propose a clear, direct call to action for your brand.

6.  Place an emphasis on the failures the prospect can avoid

♦  Highlight a few terrible, nasty things to warn your customer about.

♦  Keep bringing-up negative events that will often happen if they don’t have your brand.

♦  If they do not want your brand, highlight three or four benefits they will be missing out on.

7.  Be positive about the success the prospect can have.

♦  Point out the resolution of the customer’s external, internal, and philosophical problems.

♦  Let the customer know of a specific action to take.

♦  Cover a few of the major benefits.

♦  People want to be taken somewhere.

♦  Tell people where you are taking them.

♦  Have an image showing people happily engaging with the brand.

♦  Guide them to a happy ending.

Character Transformation

From: Self-doubt Marketer – emails lacking interest to open and take action.

To: Hosting webinars on Email Marketing as a trustful authority.

Seven-step story reference: ”Building a Story Brand”- Donald Miller

Do you have any questions or do you need some help with stories?

Give Paul a call at 585 703-0646.

Or send Paul a message at psheiler@centurylink.net

Paul’s located in Naples, Florida