Mastering Email Marketing Without the Storytelling Trap
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Understanding Email Marketing Essentials
When it comes to reaching out to your audience through email, many believe that storytelling is essential. If you've been following trends in online marketing, you might have encountered two key pieces of advice:
- Email marketing stands out as the most lucrative method for connecting with your audience, especially for solopreneurs who embody their brand.
- Kick off every email with a captivating story to grab attention and differentiate yourself in a saturated market.
While the first statement holds merit, the second can often lead you astray.
Think about it—how often do you click on an email with an enticing subject line, only to be met with a lengthy personal narrative that feels unrelated to the initial promise? Or, how frequently do you find yourself racking your brain for an engaging story to share?
In a recent podcast episode, I posed a question to marketing expert Cindy Bidar: "What are the most common storytelling blunders you encounter?" She quickly pointed out the emails that start with a personal anecdote and then pivot to the main message. It's akin to being offered dessert before the main course—confusing and unsatisfying.
So, what should we do differently?
Rethinking Storytelling in Email Marketing
Instead of centering your email around a story, begin with a clear purpose. Make sure any narrative you include enhances, rather than overshadows, your core message.
Some entrepreneurs, especially those categorized as Role Models, utilize storytelling in a distinctive manner. They convey messages that prioritize sales over education or engagement. Why do they succeed?
Interestingly, some marketers seem to defy conventional wisdom while still adhering to a crucial principle that Cindy highlighted: consistency in style that aligns with their objectives and brand archetype.
Ultimately, you might find that a story isn't even necessary.
This week's podcast delves into how you can leverage storytelling effectively to enhance your email marketing. Listen to it here.
To explore various storytelling techniques, check out my book, Grow Your Business One Story At A Time.
Planning for Q4?
Are you gearing up for the final quarter of the year? Perhaps, like me, you're recovering from a holiday and are eager to make progress. Consider setting up a consultation through the Strategic Intensive program.
Clients often express relief when they tackle the daunting question of "What's next?" They refine their messaging, simplifying all aspects of marketing. By applying their marketing archetype, they craft compelling copy and generate content that drives sales—all of which becomes significantly easier once you grasp your story archetype, narrative, and message.
Discover more about this and read their testimonials here.
Additional Resources
Free guide to the story archetypes.
My book, Grow Your Business One Story At A Time (available for free with Kindle Unlimited).
Chapter 2: Video Insights on Building Your Email List
Learn how to start and grow your email list effectively with these insightful videos.
In the first video, "How to Start an Email List From Scratch (and for FREE)," discover practical steps to kick off your email marketing journey without any costs.
The second video, "How To Build An Email List From Scratch," offers additional strategies to expand your reach and engage your audience effectively.