The reason I bring this up is not to sell you this Stephen King novel (although I do highly recommend it), it’s to emphasize the way a good story sticks with people.
In today’s distraction-filled, TikTokified world - we have 2 - 3 seconds to grab someone’s attention. And once we have their attention, we can’t take it for granted. We have to keep grabbing their attention to keep them from bailing.
Whether you’re sharing content or selling products you have direct competitors, as well as Netflix, text messages, and Candy Crush all competing for your audience’s attention.. So what makes you special?
Focusing on telling a story, and not just writing an email, this will help you actually connect with your audience.
Through stories, you can show your audience the value of your content or products in a way that connects with them on a personal level. And when you constantly write emails that are more of a story, a wild and infectious
thing happens - people want to read more.
So, how can you create compelling audience-connecting stories? Here are a few things I try to
- Know Your Audience: What are their interests, pain points, and values? Use this information to craft a story that will speak to their specific needs and desires.
- Keep It Simple: Don't try to tell too many stories at once or include too many details. Keep your story focused. Make sure it has a clear beginning, middle, and end.
- Show, Don't
Tell: Use descriptive language and vivid imagery to bring your story to life. Instead of simply telling your audience what happened, show them by painting a picture with your words.
- Be Authentic: Your audience can tell when you're being fake. Be honest, vulnerable, and genuine in your storytelling, and your audience will appreciate it. Use words you’d use in real conversation. One of the biggest connection killers is trying to sound
like someone you’re not.
For me, I actually find writing this style of email easier and a lot more fun. And I receive a lot of great feedback. It’s
mostly good, but even when I get critical responses (I admit sometimes my stories miss the mark) it’s okay because it helps me learn and every response is an opportunity to build a relationship.
So start “telling stories” beginning with your next email and watch as your email engagement metrics increase.
Need help finding your “voice", here’s a quick read to help you figure it out.