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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.
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.
Paul’s located in Naples, Florida