Storytelling is currently one of the best ways to communicate with potential customers. Stories are easy to tell and easy to read and, if well written, can create a direct path to the heart of the potential customer. That is why it is so beneficial to incorporate them into any company’s email marketing plan.
When a company decides to seriously focus on boosting its email marketing campaigns, the results can be astonishing. This is, without a doubt, one of the most efficient ways of working with potential customers today.
As the idea of email marketing is to send a certain type of content on a frequent basis, storytelling has become the key to maximize results with the same efforts. Most of the time people have been through a series of similar situations, so if you know what to say, the result will be amazing.
One of the simplest and most effective ways to tell a story is to rely on what someone else has written, especially when it is a client. Clients usually tell their stories, almost always without a defined structure, but with what is valid in their eyes, which is usually also valid in the eyes of other clients.
The detail is that it is not enough for the client to say just anything, it is important that the message contains an important detail related to the product, service or brand that you want to highlight for your campaign. In addition, it is a good plan that it is noticeable that it has been worked on without much professionalism so as not to detract from its natural value.
When the stories are worked out in this way, and you get a summary of the customer’s journey from the problem they had until they reached the solution with the product or service, success is almost guaranteed.
The idea in this case is not to rub the customer’s face in the problem they are facing because they already know it. The idea here is to show solidarity and demonstrate that you are very clear about the situation they are going through and that there is a way to solve it thanks to the product or service you are selling.
To be effective, the presentation of the problem must be short but effective. It has to arouse their interest quickly. This is achieved by knowing the ideal customer very well and everything that goes through their mind. The solution must also be quick and there must be a call to action so that the potential customer can make a decision to change as soon as possible.
In any case, the story can be as long or as short as the product or service merits. This should take into account the knowledge of the ideal customer, as well as the details of what is being sold and the price it will have. It is common for a higher priced product or service to require a longer and more detailed story.
Impact story starters are one of the best ways to grab a user’s attention in a short period of time. This kind of impact start works very well when it is a sentence that indicates that something very negative happened.
Because of the type of story, you have to be very careful that the content shared at the beginning is enough to attract attention, but not so excessive that it produces rejection. A good idea is to rely on inverted content that talks about a customer who already has the solution in their hands, decides to try what the competition offers and has a hard time validating that what they are getting is a disaster, so they go back to consuming the original product or service.
The process of building stories is not as simple as some people make it out to be. It’s not so much about being creative or romantic, but about getting the message across in the right way. That’s why it makes sense to pay attention to the following tips:
- A real story: although this is not compulsory, it is more advisable for the story to have a real origin, as this ensures that the result is more natural and that the whole thread moves forward without any dubious moments. However, the important thing is that it feels real, so if it is created, pay close attention to detail.
- Different sources of origin: A variety of sources of origin can be used to create stories. Most of the time, the stories used are those of the customers, even if not through testimonials. For example, interesting data can be obtained from customer service offices.
- Length: a story can be longer or shorter, depending on the need to sell the product or service. As your ultimate goal is to get the potential customer to take action, you need to take enough steps to make them feel they have everything they need to take action.
- Where to use them: stories work well in almost any environment for communicating with potential customers. They can be used on sales pages, in email marketing campaigns, in social media posts, among others. The important thing here is to consider the objective you are aiming for and target it.
- Take care of the basic elements: for a story to be effective, the three basic elements must be present: the hero, the problem and the solution. In this case, the hero will be the person who is the protagonist of the story and must be created in such a way that the ideal customer feels identified with him/her.
The power of stories is infinite in marketing. Learning to use them wisely will achieve significant sales results, so their effectiveness for this purpose should not be underestimated. Achieving success involves a lot of practice until you find the style and system that works best.