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Storytelling is a powerful tool in email marketing. It helps you engage with your audience and build a strong, personal connection with them. 

Storytelling is more than just writing a long piece of content or using adjectives to spice up a text. It means using narrative techniques to communicate with leads. This communication could be promoting a product, providing help with a problem, or explaining your brand’s vision. 

What storytelling does is connect on an emotional level and set you apart from your competitors. This is why it’s so useful in nurturing leads through email marketing.

Start with a hook

The way you open your email sets the tone for the entire message. It should start with a “hook,” or something attention-grabbing that encourages the person to keep reading. 

For example, you might start an email asking the subscriber if they ever get stuck for content ideas. Then, tell them about the struggles you had before you discovered the techniques you now use. You can then easily roll this into tips on getting started or something you’re promoting that will help.

Share Anecdotes

Storytelling works because people connect with stories. If you include personal anecdotes, it’s easy for your subscribers to connect with you on a personal level. Anecdotes can serve as real-life examples that help to illustrate your point and drive your message home.

For example, you might tell your list about a funny thing that happened today that relates to the product you’re selling or tips you’re giving them. Although it doesn’t have to be strictly related to the topic, it makes what you’re saying more interesting and relatable.

Show Benefits Through Stories

Stories can offer a better way to explain to the lead the benefits your product or service offers. They can be used to demonstrate rather than just explain.

For example, you can tell the story of a person with a similar problem who used your product to solve the issue. Another idea is to explain how your product enabled a customer to achieve an important goal.

Tell Your Story

Every business has a story about how it came into being. For example, you might identify a problem you or others are suffering from, and come up with a solution. There may be some experience in your life that led to you starting your business.

These stories make a business much more relatable to its customers. If you don’t already have a good one for how you started, you should develop and perfect one that you can use in emails to explain your core values.

The Elements of A Good Story

Ready to start using storytelling to generate and nurture leads on your email list?

Like any story in a movie or book, storytelling for marketing has a few common elements that make it work:

Finally, it should relate to your business or products and services. Think of some of your favorite stories. How can you tell ones like this in your email marketing?

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