In this article
- From call to action to the story
- How do you use storytelling in your email marketing?
- Start your story with drama
- How do I find a good story for my mailing?
- Inspiration can’t be planned
- A lifehack for more email marketing inspiration
Email marketing, how do you get inspiration for your emails?
Email Marketing With email marketing you ensure that people sign up with you on an email list often referred to as a newsletter. People can sign up with you (opt-in) and you can then email them.. is the backbone of our business. Many of our followers know that too. But not everyone is sure what exactly to email. That is why many newsletters are uninspired and only products are pushed.
Whether you’re recording podcasts, sending mailings, writing blogs, or creating other content, chances are you’re thinking too hard. We sometimes do that ourselves.
All about marketing, entrepreneurship, neuromarketing, mindset, personal growth, and more! recording on a very large subject. We think the podcast is going to be great, but in the end, it falls short. The subject is too big and too complicated, so we want to say too much about it.
Sometimes we have a very small question as a podcast topic. For example: “How do I get more out of my Testimonials, how do you get them and which qualities should an excellent testimonial have? Testimonials are (positive) experiences of your customers that you use on your website to inform potential buyers. ?” Those often become the best podcasts. The subject is a bit smaller, so we can tell more about it.
Just as we sometimes do for our podcasts, many people think too big when they want to send an email. You only need a very small parenthesis to write a good email.
From call to action to the story
Before Martijn starts writing, he wants to be very clear about what the call to action A call to action, or CTA for short, is a commonly used term in marketing and refers to inciting users, after receiving an advertising message, to take a specific action or a.. at the end of the email. For example, that people have to respond, click somewhere, or go see something. When he has that clear, he thinks: how can I arouse curiosity about this? Ideally, you do this in the form of a story.
People who have been following us for a while know that Martijn ran through a glass door two years ago. Or that he dislocated his shoulder last year after a swimming competition. Such a parenthesis has nothing to do with our software, but he could use it to direct people to our software.
A real-life story is a lot more interesting to read than simply an email saying: ‘This is our software. Click here to buy it. You want people to get a feel for it. Then people also remember it a lot easier than when they receive a standard e-mail with a few tips.
It is very easy to write about something you experience in a certain period. We see that with our podcast. We can cover all kinds of topics, for example: how do you get good backlinks In this article you will learn everything about backlinks and link building. Backlinks are links from other websites to yours. These backlinks form the basis of Google’s algorithm and contribute to your position in the.. or how to rank higher in Google. But we’re not working on that at the moment. This makes such a podcast very dry.
Instead of a general topic, we recently recorded a podcast about Holiday Money Friday and how we fought tired after the launch Product launches cause huge peaks in your marketing reach and your sales. A well-executed product launch creates a chain reaction in the market so that your entire constituency is on the.. . Those are things we’re facing right now.
How do you use storytelling in your email marketing?
Last year Martijn sent an email about how his shoulder got dislocated. For such an email, you first look at the call to action, in this case: selling the technology. Then you see how you can calculate backward. What insight do people need to have to be convinced that technology is important?
Martijn then worked that insight into his story. He entered a swimming competition and could not win. That’s why he started swimming so fast that he dislocated his shoulder. His opponent had good technique and was therefore faster.
In the story you tell about the incident, you show the drama and you eventually come up with the clue: good technique trumps brute force. And the same is true with marketing. If you’re flinging marketing forces and you’re yielding money, time, and energy for immediate results, that’s brute force. If you have a good technique that works for you, you will beat the competition.
Start your story with drama
After you know what story you are going to write, you can start looking at how you are going to write it. Martijn could have just built up the story chronologically in his email. Instead, he brought out all the drama and opened his email with that: “Krak, ouch.” He then showed a photo of himself in a sling and began to tell the story chronologically.
If you’re writing an email with a story in it, you’re not telling it in chronological order. You lose a lot of people during the introduction of your story. That’s a shame because you want to take them to the action item at the bottom of the email. By bringing the drama to the fore, you ensure that people are immediately captivated.
Look in your story to see what is the most loaded emotion in that story. Where’s the drama? Start there. You see it in movies too. In the intro, you see something dramatic. Then a black screen will appear with the letters ‘Three years earlier. That’s where your story begins. That way you immediately have the attention. And a bonus: it is a very nice way to write.
At the beginning of this year, Tonny wrote an email about Hilbert van der Duim, the skater who crossed the finish line cheering but still had to make it around. The commenter exclaimed: “Hilbert, you’re not there yet! Hilbert, you must drive on!” For many a skating fan – like Tonny – this was an iconic moment. You feel the frustration of the commentator and all the drama that comes with it.
Tonny seized Hilbert’s story as a metaphor for the corona time. We thought the end of the lockdown was in sight, but then it was extended anyway. The story brought recognition to many people.
How do I find a good story for my mailing?
To get inspiration for your next mailing, look at what’s going on in your life. It doesn’t have to be your entire autobiography. One incident is enough. For example, a thought you have.
You don’t always have to tell your own story. For example, Tonny used Hilbert’s story. You can also use a story you read somewhere. A story from mythology or a book you have read. Maybe you’re binge-watching a Netflix series at night that has a statement that makes you think, “Hey, I’m going to build a story for that statement.”
Tonny has a list in Asana called ‘writings’. Every time he hears a nice statement, a nice bracket, or interesting insight, he puts it on his writing list. For example, he keeps the list with him when he reads a book.
When Tonny wants to start writing, he is initially completely blank. Then he searches the list for a starting point. There are now hundreds of statements on the list. Such as: ‘To be interesting, you gotta be interested’ or ‘We are beginners all our lives.
A good story can come from anywhere. A few years ago, for example, Martijn wanted to send out a mailing about our IMU Gold Mastermind. He sat down for it but didn’t immediately have the inspiration. So he decided to look at it again later.
That evening he watched the movie ‘The Greatest Showman’. At the beginning of the film, the protagonist is still young and imagining all kinds of things to make the world more beautiful than it is. Then Martijn suddenly thought: that’s the perfect bracket.
He then wrote in his email:
“Imagine… you are sitting at a table with seven other entrepreneurs who are all at a high level. Like you, they have achieved their stripes, but they also have some challenges in the field of online marketing. Imagine being able to put all your issues on the table”
A story doesn’t have to be true. You can also just sketch a situation and show what can mean something to someone. The email had a lot of emotion, while it was all hypothetical.
Inspiration can’t be planned
When Martijn writes a mailing, it is always about something he is currently working on. It is important that you really feel about the subject. The smallest brackets can inspire. For example, something you saw on the way to the office.
Like Tonny, Martijn also has lists of inspiration. We also have a whole list of hundreds of podcast topics. But if we’re going to record a podcast, none of these topics feel right because they’re not playing at the time.
Martijn notices that he has to feel something completely before he can write a good email about it. It must have been his interest at the time. Only if you are interested in something yourself can you put your soul into it.
Inspiration cannot be planned. But sometimes you have a deadline and you don’t know anything. Then you can, for example, go for a walk. Or take a shower. Then it will come.
Where Martijn especially likes fast creativity, Tonny likes slow creativity more. For example, a while ago he wrote an email called “lucky”. He wrote it based on a quote in his writing list: ‘Happiness is the by-product of good planning’.
In the email he wrote:
“I get a lot of comments from people who say: you’ve been very lucky to be able to do the things you’re doing now. Then I think: I was lucky too, but it was also a by-product of good planning.”
Sometimes you only need one sentence to write a whole story. Your story gets more body by including one statement that makes up the entire email. It’s very hard to come up with something like that while writing. That’s why Tonny often goes back to his archive.
A lifehack for more email marketing inspiration
Stories and metaphors are the easiest way to write an effective email. When you want to teach, inform or sell someone something, you often receive a somewhat flatter email where you do not have the idea that you are reaching your own level. In addition, a story sticks much more.
Sometimes we sit in front of a podcast or mailing, staring out at us to think about what to talk about next. But if you sit down and think like that, it won’t happen. Inspiration comes precisely from asking ourselves:
- What have we been up to this week?
- What was current?
- What reactions have we received from people?
- What insight have we had ourselves this week?
In the end, it doesn’t really matter what story you tell. You can almost always make a bridge to the follow-up action. Tonny has even written in an email: ‘This is the moment when I have to make a bridge from the story to the call to action. But I think that’s stupid, so click here, because this is the offer. Then you just keep it close to yourself. That’s the most important life hack for inspiration: stay very close to yourself.
We hope you are a little inspired by life. That every day, week, or month you experience something worth telling other people. These are the stories you can get your inspiration from.
If you tell about the things you experience, it is very easy to write a mailing. You don’t have to think about it to tell a better story than you can tell. Or that you have to put yourself in the shop window. Keep it pure, as you would tell a good friend. This is how you write the best content.
That’s the crux of it all. Write your emails as if you were sending them to a close friend. Tell a story you would tell your friends too. And make sure there is a bridge to a call to action. You will see that people will open your emails more often because they are interested in what you have to say.
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