People believed that email marketing was dead - for a while. However, the real situation is far from it. Email marketing is the best way to access your customers on a personal level and deliver targeted messages straight to their inbox.
Your brand’s story is one of those messages. People love reading about how your company came to be - especially if it faced some struggle.
If you do it properly, your brand’s story could be your most successful email campaign. Here are seven tips that can help you tell your story the right way:
Show Your Audience Your Human Side
Most people see brands as these distant entities that look down upon them. They may like a brand, but they don’t feel a connection. However, if you speak to them like you would to an acquaintance and share a bit more about your failures and wins as you were starting a company, they just might fall in love with your brand.
This will make your consumers fee exclusive and important.
Create a buyer persona
This is by far one of the most interesting ways to tell a brand story. You start by researching your audience and understanding them. Then you create a persona that would match what you’ve found. Let’s say, the ‘Lipstick Girl’ if you are in the beauty industry of ‘Java Guy’ if you are in coding.
These personas would embrace the audience’s voice and behaviour and tell a story in their own unique way. It’s not really you telling the story - as mentioned in the previous point - but it’s still your story told in an approachable way.
Women will easily connect with the Lipstick Girl because she’s fun, has her favorite shade but loves experimenting. Then, when she tells them your brand story, they will believe her.
Create a reader-friendly email
- Via writing offers email writing guides which can help you create beautifully worded emails which readers would love to read.
- Academized is a blog which offers tricks and tips to generate catchy email subject lines that will get your recipients to open your emails.
Add details that make the story unforgettable
“Storytelling is a popular buzzword today, everyone is talking about it and deciphering what it means. However, not many people are doing it right. The thing is, you have to make your story come to life with words. Use active language and details that help bring it to life,” says Helen Moor, a communications manager at Topcanadianwriters and Studentwritingservices.
Allow them to visualize. Strong verbs and powerful words can help you with that as well.
Describe all senses and feelings that will make your customers believe you.
Make it a series
Serialized emails are similar to TV shows in that the full story is revealed slowly, one part at a time. This concept has always been appealing to the audience, no matter the demographics or behaviour. It gets them curious.
Separate your story into a few smaller parts and then reveal it once a week. Even if your subscribers catch only one email - for instance, the last one - they will return to see more.
Start at the beginning
Before you tell them of all your successes and amazing achievements, why not try to tell them all about your beginnings? Tell them about the moment you realized that you want to start a company, what brought you to that idea, write about key team members, share funny anecdotes etc. You can even write about your struggles and how you got your company out of a bad situation.
Share your customer stories
Share your best customer testimonials in this email campaign - let your customers tell the story. Send them an email that celebrates their achievement or anniversary. You can even send them an email when you achieve something great and involve them in the real-time events that will become a part of your brand’s story.
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