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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.
How to Use Stories to Sell Like Crazy In Your Email Marketing
HOW Tl] USE
STORIES Tll SEII IIKE GHRZY
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.
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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.
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, _ 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
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. ,
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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.
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, _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ . _ __
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.
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/
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
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
als. your own
. — company origin
story. or parables.
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For more lntormation on how to use stories to sell like crazy in your email marketing. visit
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