Do businesses email their customers too often? According to a recent article on Business Insider, the answer is yes. But not for the reason you may think.

It’s not because customers loathe getting emails from companies. Or because frequent emails are considered spam. It’s actually because most brands nowadays email like this:

They use discounts as their main strategy to persuade customers to buy. But what happens when your customer’s whole inbox looks like the picture above? The inevitable: they stop paying attention to your emails.

Because here’s the thing.

Why would they open your emails if they can already predict the content inside? Why would they buy now when they can clearly see you’ve got discounts all the time? And, most importantly, why would they pick your brand over your competitors?

If you want to stand out in someone’s crowded inbox, you need to do the one thing that everybody else avoids doing: building strong relationships with your email subscribers. Here’s how:

How Storytelling Helps Your Brand Shine Bright in a Crowded Inbox

Storytelling is the most effective way to communicate. That’s not me saying it. It’s the countless studies (such as this one, this one, and this one) that prove it, time and time again. Why?

Because storytelling helps you form positive emotional associations with you and your brand. The emotions you evoke with your stories go a long way in defining how people perceive you, creating a stronger connection in your audience’s mind between you and the problem you solve for them. But that’s only the tip of the iceberg.

The truth is, writing story-based emails makes you more than just a brand that sells a solution to their pain: it makes you an entertainer, too. And as a marketer, being able to entertain while selling is like having a superpower. People hate being sold to. But they love being entertained (ever binge-watched a Netflix show? I know I have).

Plus, with story-based emails, you can easily add more variability to your email calendar. As a result, customers will no longer be able to predict what your next email will be about: a fun story? A new product? Maybe even a discount? Curiosity translates to increased engagement. And increased engagement translates to stronger relationships with your customers.

So by choosing the right stories to tell in your emails (which we’ll discuss in a bit) and by writing them in an engaging way, you’re guaranteed to keep your audience hooked and excited to read your next email. As opposed to adding yet another sales email to their already crowded inbox.

Here’s How to Supercharge Your Email Strategy with Stories That Sell:

1. Pick the Right Story

The storytelling approach will give you little to no results if the stories you’re telling are flat to begin with. No matter how engaging your writing is.

So the first thing you need to do is to make sure you select story ideas with potential. Okay, but where do you find these ideas? And what does a good story idea look like?

If you’re anything like me, your life isn’t that exciting or eventful. And yet, you may still have a funny conversation with your next-door neighbor. Or your team may geek out about wild adaptogen mushrooms at a team-building event. Or your spouse may accidentally spill coffee on your laptop (true story!).

Any of these can be turned into fun story-based emails that tell your audience a little bit more about who you (or your team) are as a person. Most business owners assume their customers don’t want to know what goes on in their personal and business life. But that couldn’t be farther from the truth.

In fact, customers want to know there are real people behind brand names. According to this report from Sprout Social, 70% of consumers report feeling more connected to a brand when its CEO is active on social media.

And depending on how much you’re willing to share about your life, you can then select the types of personal stories to write about. When in doubt, think about what you’d want to tell your friends/family at the dinner table. More often than not, that’d make a great story for your email list too.

2. Write a Strong Hook

Let’s face it.

Nowadays, attention spans are short. And no matter how good your story is, if how you write it isn’t engaging enough, your email subscribers aren’t going to read it.

So the very first thing you want to do is to make sure the first three sentences of your story hook the reader into the action. Once someone reads that much into a story, it’s incredibly difficult for them to stop.

So how do you do it? Any of these hooks have proven to work again and again whenever I write stories for myself or my clients:

• Start in the middle of the action (and explain the context later). For example:

“RUN!”, the police officer yelled at me.

“Okay, thank you!”, I yelled back, running out of Paddington Station and trying to find a cab.

Except, it was 4 in the morning. And I had no idea where to look for one.”

• Start with ‘x time ago’. Recalling a past event hooks people instantly into your story. For example:

“A few months ago, Joanna Wiebe (the original conversion copywriter) slid into my DMs on Slack completely out of nowhere…”

3. Segue to Your Sales Pitch Seamlessly

By the time you get to this part, your readers are entertained and primed to purchase your solution to their problems. Your brand is no longer just another brand in their busy inbox. It’s someone they now know, trust, and like. And so, buying from you feels just right.

But you can’t just end your story abruptly so you can sell your products/services. That’d feel intrusive. In the same way that, when you’re engaged in a YouTube video, an annoying ad interrupts your stream.

So you must find a way to tie your story to your product or service so seamlessly that your readers won’t even notice they’re now reading a sales pitch. Sounds difficult. But you’ll see how easy it actually is. In fact, what most people get wrong about this part is that they try to find the moral of the story and tie that to their sales pitch.

For example, let’s say your story is about how your team went to a team-building event and someone accidentally broke a bunch of glasses. And if you’re selling a service, you might be able to spin that incident into saying something like: when you hire our software developers, your app stops breaking.

But that’s a predictable way to transition from your story to your sales pitch. Plus, not all stories will end with a moral. Most stories will be fragments of conversations you have with someone or something ridiculous that happened throughout the day (like forgetting your keys at the office). There’s no moral in that and there’s no need for one.

What you can do instead is to look back at your entire story and find one or a few phrases/words that could help you build that segway. Here’s an example of a full story-based email. Pay special attention to the part where the story ends and the sale begins.

Example of a Full Story-Based Email

“SUBJ: Hacker threatens to destroy my reputation in 72 hours straight

This morning, I was at my laptop reading my emails when suddenly, I came across an unread email from…

Me.

What in the world…?

Out of confusion, I open it without reading the subject line.

And once I go past the first sentence, it becomes pretty clear:

I’m being hacked.

“You may have noticed we are using your company’s servers to send you this email: we have hacked into your website, kaleidocopy[dot]com.”

Oh.

Okay… They did send this email from my email address.

Still, I can’t help but wonder… could this be a hoax?

“This is not a hoax.”

Ah! Well, that settles it then.

“We are willing to forget about destroying the reputation of your site and company for a small fee. The current fee is at $2500 in bitcoin.”

I mean… at least they are nice about it, you know? Their willingness to forgive and forget says a lot about a person’s character.

In the following lines, they take me through exactly what they’re going to do to ruin my company and reputation, step by step.

Then they teach me how to buy Bitcoin (I already know how, but I appreciate their thoughtfulness!).

And finally, they assure me that my Bitcoin payment will be anonymous and that no one will know that I complied with their master plan.

Mmmmkay.

Now that is a bit suspicious, Mr. Hackerman (or Ms. Hackerwoman — it’s 2022, what the heck.)

I’m willing to bet the $2500 on the fact that I’m not the only person they sent this to.

So if the payment is anonymous, how will they know it was ME who sent it? It just doesn’t make sense, y’know?

Jokes aside, I’ve got to admit: seeing that the email came from my address made me panic a bit.

But then I checked my Sent folder and the email wasn’t there.

I also checked to see if there were any alerts or logins from different devices on my Google account. There were none.

I also checked with my hosting provider, who reassured me no one has broken into anything.

Soooo… hoax? Hopefully, lol.

But if it isn’t, it means you’ve got 72 hours left to get Email Story Alchemy, my mini-course on turning boring day-to-day events from your life into story-based emails that build your fandom and help you stand out.

After that, my business will supposedly disappear from the face of the Earth. And you’ll no longer be able to buy it. Everrr.”

Conclusion

Story is a structure, not a tale. Which means that you can apply it to anything, including email. And when you do it right, amazing things happen.

Like building strong relationships with your customers. And turning a casual customer into a die-hard fan who wants to buy from you because they just can’t get enough of your brand.

Sure, discounts work too. But they work when used strategically and in moderation. So if you’re ever unsure about what to email your customers next, consider story-based emails. They’ll make your brand shine bright in anyone’s crowded inbox.

The post Storytelling: The Secret Sauce to Making More Sales With Email Marketing appeared first on DigitalMarketer.

Frequently Asked Questions

How do entrepreneurs motivate their employees?

Motivation can come from anywhere. Motivation doesn't have to come from a specific place. All that matters is that it motivates them. No matter what approach you choose, motivation is crucial for any business.

The more motivated employees feel, the better they will perform. For a team that performs well, provide them with the tools they need to feel empowered.

They must feel valued. A place where they can grow and learn. It is a place where they can express their ideas without fear of being punished.

You create a culture that allows employees to thrive and achieve their goals. That's how you keep your best talent happy, loyal and productive.

To maintain the culture you have to reward the successful behaviors. This means bonuses when goals are met, offering training opportunities, increasing pay raises, and providing perks such as health insurance.

Communication and clear direction are essential. Ensure everyone knows what's expected of them and why.

Your policies and procedures should be written down and communicated. Assure that there is someone who can ensure they are adhered to.

Communication is key. Keep your team informed about what's going on in the organization. Let your team know what's new and what's up.

Communication is vital,, and looking after your team is the best way to ensure you stay ahead of the competition. They will take care of your needs.

Without a great relationship with your employees, you could lose a lot of money. Studies have shown that companies with high employee engagement score higher in productivity and profitability than those struggling to retain their top performers.

It's important for employees to recognize that not everyone wants to work at a similar pace. Some prefer working alone while others love to collaborate. There are many ways to motivate individuals, and you can choose your own.

Some may be more inclined to accept recognition than others. Whatever you find works best for you, make sure it's in alignment with the company’s goals.

It's up to the leader to set the tone. Keep your mind open. Listen to your team. And remember, if you want something done right, you've got to do it yourself.

What are the three motivations for an entrepreneur?

Entrepreneurs have three primary motivations: freedom, money, knowledge.

1. Freedom means being able to do what you like whenever you like. When our lives or jobs are restricting us, we can become entrepreneurs.
2. Money is also very important because we would not even consider starting a business without it. Although we can survive without food and water, we cannot live without money.
3. Knowledge is the third motivation. Entrepreneurship requires that we continue to learn. That is why we frequently find ourselves reading books and attending seminars.

This is what motivates and drives us to reach our goals. It gives us meaning and purpose.

These three elements are why we became entrepreneurs. These three things are what keep us going each day.

If we don't have these three things, we may pack up our bags and head home. If we don't have these three things, we won't ever be truly happy.

Which is your most motivating thing in life?

You're interested in my greatest motivation? Let me tell you. My best motivation in life is to help people feel better about themselves. They will be amazed at how amazing they truly are. They are worthy and deserving of love.

They deserve happiness because they are.

It is important to feel great about yourself. Nothing. I will do what it takes to make our world better.

Feeling good about yourself makes us more open-minded, compassionate and kind to others. You can stop judging other people based upon superficiality, and instead see the person inside. That's really cool.

To motivate someone, it is important to let them know that they already have all they need.

They might not have realized it yet but they know that this is why their struggle with something has been so prolonged. They knew that deep down they had the power within to heal themselves.

They only needed the right environment and support system. However, they forgot to see that.

It is not their fault they lost sight of it. Because they were too busy trying figure out what the problem was. They were too busy trying to fix the problem, when they realized that they had all of the tools needed to solve it.

But they forgot that the true reason they couldn't solve the problem was because they didn’t know what the answer was.

It is possible to create a completely new reality. All you have to do is learn how to tap into your own inner genius.

All will be well once you do that. You will be amazed at the ease it takes to fulfill your dreams.

You see, every person has their unique superpower.

All we need to do is learn how to use them.

What keeps an entrepreneur motivated?

My greatest motivator is freedom. There are limitations on how much people can earn, save and invest, buy, borrow, rent or drive, eat, sleep, play, and fly in this world. We are not subject to these limitations. We are free to chase our dreams and make those dreams come true.

But we cannot let ourselves become enslaved by these limitations. We can't allow ourselves to be enslaved by these limitations. We are the captains on our ships. We are the architects in our lives.

I am driven to create wealth beyond what I can imagine. To create businesses that are bigger than life itself. To create businesses that transform the lives of people forever.

To create more powerful businesses than any government, more influential than any religion, and more enduring than time itself.

That's what keeps me here. I am determined to help entrepreneurs grow businesses faster than anyone else. Because everyone wins when you win.

These are the 6 most important questions to ask entrepreneurs.

Motivation is the most important ingredient for any business. Without motivation, you will not get out the door each day. You won't be able to complete projects if you don't have motivation. Without motivation, it's impossible to reach your goals. How do we find motivation?

You might ask, "What motivates you?" It may surprise you. You may have been asking yourself the same question for years. You are missing one of the greatest rewards of life--the chance to discover your motivation.

There's nothing more motivating than discovering why you exist. That's when you finally begin to realize what drives you. You will find your purpose clearer and more meaningful. What is your purpose? This will help you stay motivated.

To find your motivation, you must look within. These are the questions you should ask yourself:

1. What are my passions and interests?
2. What makes my heart beat faster?
3. What lightens me up in my soul?
4. What gives me butterflies inside my stomach?
5. What makes me feel alive
6. What keeps you coming back to your projects again and again?

Once you have your answers, it will be possible to determine your true motivations.

Your motivation will help you get through those tough times. You will find strength whenever you need it. It will help you work harder. It will help you achieve success.

You'll never stop wondering what your motivation is if you are like me.

So, take some time today to think about what really motivates you. You might be pleasantly surprised at what you uncover.

What are some of the benefits of an entrepreneurial mindset

Being entrepreneurial has many benefits. The first is your ability to be self-reliant. You can stop relying upon others.

This allows you to be your own boss and can allow you to follow your dreams. Because you have similar interests and challenges, it helps you to build relationships with other entrepreneurs.

You gain confidence. Entrepreneurs are always learning new things. This gives you the ability and flexibility to change quickly. By thinking outside the box, you will not be trapped in a rut.

All entrepreneurs are free to start their own businesses. We no longer have to follow the rules and regulations set out by society. We are free to choose what we do and how we live.

We can choose to follow the crowd or go against it. We can choose to be successful or not. We can choose to fail or win.

It's exhilarating to have freedom. But it comes with its fair share of responsibility. You are responsible for everything that happens in your business once you take on this role.

Learning to manage risk is key to success. You shouldn't be afraid of trying new things. You can reach your goal if your willingness to learn from past mistakes

These lessons will help you to stay on the right track when you embark on your journey.

Remember:

• Entrepreneurship is a lifestyle choice.
• When you run your own business, you're the boss.
• Be wary of following trends.
• You don't measure success in money. It is in freedom.
• Your personal and professional lives must be balanced.
• Set clear expectations.
• Always be honest with your team.
• You must do something if you want to see something happen.

Statistics

• That means for $150,000, you could have bought 10 percent of Airbnb." (entrepreneur.com)
• "If you improve by just 1% every single day, in several months, you will have improved by 100%. (carolroth.com)
• I shifted my motivational point from something huge (and undefined) to improve by just 1% each day. (carolroth.com)
• “Life is 10% what happens to you and 90% how you react to it.” (oberlo.com)
• Our 10 years of research also shows that 75% of mentored entrepreneurs increased their revenue, and 82% of their businesses survived the first two years. (carolroth.com)

External Links

due.com

• How to overcome your fear of failure


• 7 Daily Habits of Insanely Productive People - Due

entrepreneur.com

• Do not be afraid to charge what you are worth


• The Real Failure Rate for Small Businesses

kabbage.com

• My Business Can Grow


• Get a business line of credit up to $150,000 from Kabbage Funding

inc.com

• How to turn your passion into your everyday dream job

How To

How do I sustain my motivation when starting a business?

Building an income stream is the best way to make money online. This involves creating a way to make consistent income from your website.

The easiest way to do this is to create products that help solve problems for your customers. But how do you go about creating these products? That's where the real fun begins.

There are two ways to approach product creation. The first is to think of a great idea. After that, you spend hours perfecting it. This is the traditional way.

But there's another option. There's another way. Simply ask yourself: "What problem do I want to solve?" Find the right product to solve that problem.

This is known as the "find-a problem" method. The find-a-problem technique will likely reveal a problem that isn’t being solved at any other site.

Once you have found the problem, it is time to decide if you want or not to solve it. These are the three most important questions to ask:

1. It is worth it?
2. Can you solve it?
3. Will it work?

You have the foundation for a product that is successful if you can answer all three questions. The next step is to determine how to package it.

Most businesses fail because they lack a plan for generating recurring revenue. It's easier to stay focused once you have your plan.

You might also discover that you have more ideas to accomplish than time. This is where you can either delegate tasks to your team members or hire freelancers.

As long as you continue to grow your income stream, you'll be able to stay motivated.

Remember: You can do almost anything if you are willing to work hard. So why wait? Get started today!