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How to Use Stories to Sell Like Crazy In Your Email Marketing

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Here are 5 kinds of stories you can use in your email marketing: success story, cautionary tale, the parable, the underdog, and origin story. Find out how you can use these to sell like crazy in your email marketing.

Published in: Marketing, Internet
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How to Use Stories to Sell Like Crazy In Your Email Marketing

  1. 1. HOW Tl] USE STORIES Tll SEII IIKE GHRZY Elllflll IIIIARKETIIIB
  2. 2. It you are not using the It a story resonates with The right story told to the element of story in your you. the odds are that you right audience can boost email marketing you are would eagerly await the engagement and conver- missing out. next issue. sion like crazy.
  3. 3. lllll-‘ll Gilli! ST[lR‘i' BE RPPIIEI] T0 lllillRKET| iiIG? While telling good stories can be more art than science. the good news is that there are familiar story archetynes that can be adapted to your marketing. IIIIII till? Wi"'~»‘ "III iiiil‘ Ill} 5 III" II "IIIII l'il‘lIIIII It I 3.: ll.
  4. 4. —-: j121j: ::jz: j11jjj—--? ‘ f , _ I I, Customer testimonials and case studies are —~ a success stories. Told from the perspective ot a customer. these can be a powerful way to help your , ‘ I ‘ * ~ . ‘ marketing be more relatahle. Your prospects can I read about a success story and Identity with the customer because they may have a lot In common. In a dltlerent way. your own story of using your gradual can he a success story as well. it doesn't h eye the same perceived ohiectivltyas a custom- ' er‘s story, but It can help you bond with your prospect because it helps them to get to know you and your product in the context of a story. , / in jijjjjzijjz-/ .
  5. 5. I / I f —. 1 —-. r. ..—. . —, . _—. . . -,; . . ~-. .~. —~. /~. .~. ., ~. A lot of Insurance company adver- tisements use the cautionary tale. In other words. they show some poor guy or gal watching their car getsmaslied liyalallingpiano and the not so subtle warning to the viewer is that it you don't have insurance you're exposed to risk. the insurance agent In these ads, like the tamous Flo character in Progres- sive commercials. is presented as the hero who saves people money while protecting them from loss. Similarly. it you've ever heard a lite insurance pitch, you're familiar with the cautionary tale of what happened to some family when the hreadwinner died without coverage. g: t—-. -=-. ~t= .-_= = T. c-=12: . _,—-—; -. -= -= .
  6. 6. / / _’ , _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ . _ __ Z I We all know tamous parables like the Tortoise and the Hare. Ttiesi; are a form at calitionary tale except that Instead of using a real story they rely on fictional characters. The message of slow and steady wins the race has been used to sell long term investments where the foolish hare who seeks test gains loses out to the savvy Tonoise who invested wisely tor the future. The power of parables is that they borrow a cultural credibility because so many people grew up hearing them in dillerent forms, whether in kids’ books or in movies or stories told at bed time.
  7. 7. underdog. Whether it's luke Skywalker in Star Wars, Jack Bauer in the television series ‘24'. or the biblical David versus Goliath. the underdog captures our imagination. Everyonelovestoroottorthe I I ‘ i I l . l ‘ Similarly. the story of the scrappy Apple ltomputer going . .-f7 < up against the IBM Pit and Microsoft or Avis competing proudly as ‘We're number two. we try harder‘ against , ; Hertz. are compelling marketing stories. 1/
  8. 8. Smart companies use their origin stories to their advantage. Henry Ford revolutionized the car industry with the Model T. Apple was bum in a garage. liomioo's pizza was founded on the 30 minute delivery guarantee. Because almost all business success involves hard work and some luck, there is almost always a story you can use in your marketing.
  9. 9. when it comes to email marketing. you can use stories to sell your products or even attiilate products. You can talk about the problems that the product solves in story terms. Whether you use stories from customer testimoni- als. your own . — company origin story. or parables. ,3.. .’ you C. "ll c"~, 'ill. rr iii“. lm. ioiri: i~ , .‘ lion of your etc. ’ it sifilsclili-1: 3. by ll“ liltlllily riylll. rni‘rllet- or 71:1. . / i r J’? ’
  10. 10. For more lntormation on how to use stories to sell like crazy in your email marketing. visit PRESENTED BY :1:: iTdeIlvered. com/ slide-decks L MANAGE D MONITOR D MONETIZE

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