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After sending out my most recent newsletter, I had a ton of replies in my inbox the next morning:
“This is so me 😅”
“I’ve done this so I can totally relate!”
“No way! I was on the edge of my seat ‘cos I’ve had this EXACT thing happen”
They told me they couldn’t put their phone down until they got to the end.
Because, unbeknownst to them, I’d used a specific copywriting strategy
(One of my go-to favs)
This copywriting technique is the thing that has brought me the most results from email → Engagement → Opens and click throughs → Replies → Purchases 🙌🏽 …and just general “good time vibes” from the KC audience.
And no, it’s not thought leadership, doing email giveaway contests or mythbusting, a few other strategies that also bring results.
The thing I’m referring to is part of my marketing strategy EVERY DAMN DAY, because it creates intrigue, entertains readers and makes content bingeable.
It also just so happens to be one of the most overlooked forms of marketing.
(wow, this is a really long drumroll)
(Yes, you’ve heard it before, but do you know WHY it works and HOW to do it?)
Let me start by clarifying: Storytelling is such a powerful technique because it builds connection.
→ And connection is what makes your customers care about what you have to say.
Even though we’re all living different lives, we’re all having a similar human experience – The cashier scanning the items too fast at the supermarket, your kid throwing up just as your in-laws are about to arrive, the crushing disappointment you get when you think a server’s bringing your food but it goes to another table.
– It’s what comedians thrive on and it’s what good email copywriters use to entertain and enthrall their readers to prompt more sales.
Because when a reader sees themselves in your marketing, they’re more likely to trust you…
Because you’ve shown them that you understand their world.
Even if you’re writing a story about being kidnapped in a taxi in Romania (one of my best performing emails), you can create relevancy for your reader by showing it as a metaphor for something in their business → Resiliency, decision-making, “difficult” customers, it doesn’t matter…
It’ll work as long as you entertain, build empathy and have a point.
A lot of people hear about storytelling in copywriting but don’t ever get around to implementing because it seems like more work – coming up with an interesting idea, tying it to an intriguing metaphor, editing a story rather than just an easy “Hey, check out this offer!” email.
And look, I’ll be honest with you, that MIGHT be the case for you in the beginning if you’re not a natural storyteller…
But there’s a way to do it easier → by following a very simple exercise to come up with (and execute) those ideas in your email and website copy.
I don’t always know where I’m going with my copy when I sit down to write.
(I know, gasp. 😱)
But the way I combat this (and get over the blank page dread) is by keeping a running note on my phone called “content ideas”.
Whenever I have an interesting interaction at the grocery store, or I get inspired on a walk, or I’m reminded of a story from the past that was funny or challenging or interesting, I write it down there.
And when I go to write a newsletter, or a sales email, or maybe an evergreen email for a sequence or funnel that we’re putting up, I pull from this list.
But if someone asked you to tell a funny story from your past right now, could you do it? Or how about a poignant story relevant to writer’s block?
It’s harder than you imagine.
That’s why, despite this method sounding basic, it makes all the difference to have a little library of ideas at your fingertips to source from.
→ After you have your idea, you can create a strong hook, a sentence that will capture a reader’s attention and pull them in.
→ Then you carry your reader through that story with all its real human experience and emotion.
→ Until you pull it back around to whatever topic you are nurturing your audience on.
For me, that’ll look like copywriting, marketing, or business insights, strategies, etc. and finish it off with a call to action.
If you want some examples, come join my email list and spy my email secrets (and get 3 free email templates as well).
→ The thing about all of this is you have to do it to get better at it,
Which is honestly what I love about it.
You get to write fun stories about random everyday things and then share them with others as a means to grow your business. That sounds pretty freakin’ good to me.
Maybe you’re thinking all of this sounds great and you have some stories but don’t really have a direction that you want to go in. Or you just need some assistance to get started. Here at the KC Copy Studio we help you craft research-backed and personality-packed copy to keep your audience engaged and coming back for more and more. Click on over to see how we can help your business get more sales, engagement and love from your audience.
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