Developing a high level of emotional engagement with your audience, and using this to sell your products and services online .. is crucial to any online business.
This is particularly the case for those based on selling your own digital content.
I wonder if you have you ever received an email, blog post or marketing message, where the writer draws you in?
Where they weave such a tale that you can’t resist but find out what happens next – and read the entire message so that you do?
When this happens, it is likely that the marketer is using the power of storytelling to build a rapport with you.
Getting this level of engagement in your mails and posts is difficult to achieve in other ways. Because, whether we realise it or not, we all like a story.
It starts from childhood, and continues throughout our life ..
.. and harnessing this basic instinct to develop relationships with your customers, could become an important element in your online business ..
Stories are all around us, we collect them every day – and we share them with people we are in contact with – friends, family.
We are all trained storytellers too – I bet you have a few stories you bring out at parties which make the room stop and listen to you .. and I bet you have sat transfixed when someone else tells you a corker of a story too.
We all admire a good story teller.
If we are feeling naughty, we might also adopt their best story as our own when meeting new people .. (come on, be honest – we have all done it!)
Stories are also a way of making friends too.
By sharing our stories we help someone understand us as a person – we prove we are interesting and worth listening to .. and we give them something to pass on to people they are in contact with too ..
A great story is almost as good as currency in that respect – we pass on a quality story, knowing that person will pass it on in turn themselves.
It gives them a way to be noticed, to make friends, to be admired ..
And yet when it comes to selling by email – or on our sales pages, far too often people seem to forget this skill and go straight for the jugular! …
Like the equivalent of the person that stops you in the street when you’re weighed down with shopping – and goes straight into a sales pitch.
Many people are also afraid of telling stories in their emails .. they tell themselves things like:
People don’t have much time these days – if I make my emails short they will be more likely to read them, right?
If I am telling a story, my emails will get longer – and people don’t want long emails – they will turn off and unsubscribe won’t they?
Wrong – in several ways.
Firstly, do you think most short – straight to the point sales emails – stand out in the inbox?
And do you really believe that by sending shorter emails with simple factual information in them, that you are exciting your customer – or making them want to open the next message?
Secondly, it’s fair enough to want a high open rate – but what you really want is a high engagement rate once your emails are opened.
And thirdly, what type of person do you want on your list?
The type that prefers to spend 10 seconds reading a mail from you and then closes it without taking action? … or the ones who will pour over every word, giving you ample chance to create a personal connection and influence the way they are thinking?
For these and many other reasons, storytelling is a great way to create an engaged and responsive eMail list.
It’s almost as if the knowledge of thousands of generations of humans, together far wiser than ourselves – is being ignored in this age of digital entertainment and communication.
But the power of a story, told well, can change your business …
I have written a report called ‘The Emotional Engagement Guide’ which explains:
- How to use stories to move the emotions of your customer closer to buying from you
- The massive levels of engagement and loyalty you can earn through telling your subscribers your own stories
- Easy ways to turn your everyday life into effective stories fast
- The 9 types of story which you can use to entertain, educate and enrich your readers and email subscribers.
I am offering this as an exclusive bonus for those who join my list – click here to get your copy