Embed Size (px)
Citation preview
&AL Services
Email marketing & Science of Storytelling
Agenda
• Science of storytelling
• Types of stories you can use in email-marketing
• Effective storytelling in emails
• How to profit from this channel
www.alservices.in
Speaker
Dr Amit Nagpal, PhD
Business Storyteller @AL Services, Speaker &
Digital Storytelling Coach
www.alservices.in
Science of Storytelling
Facts
• For 27,000 years +, since cave paintings era, telling stories has been our most fundamental communication method
• Human brain is wired for narrative story
• Stories put whole brain to work (senses + emotions)
• Stories stay in sub conscious mind
• Emotional connect
www.alservices.in
3 E’s of Email
www.alservices.in
Entertain Educate
Earn
Everyone has a Story to Tell
www.alservices.in
Examples of Stories
www.alservices.in
Case Studies of Happy Customers
www.alservices.in
Customer is a Hero
www.alservices.in
Key to creating an effective story
www.alservices.in
3-part Framework
www.alservices.in
Part - I
The world before the change
Paint a picture of the reader’s world as it was
Part - II
The drama
Show the drama that created a shift
Part – III
The resolutionShow them how your product can be a resolution to thedrama
Examples
www.alservices.in
Content of Email (Images / Text & Layout)
www.alservices.in
Content of Email
www.alservices.in
• Choose thousand-word-speaking-images
• Create motivating text for email content
• Carefully consider your email layout
Video Stories
www.alservices.in
Sales Promotion vs Storytelling
www.alservices.in
• Hard offers need space in between.
• Every hard offer is withdrawing from emotional bank account.
• If you don’t make deposits through stories and content, it will soon run dry.
• Why behind the offer?
• Special offer itself becomes more believable because of a “Reason Why” type of story.
SMEs & Storytelling
www.alservices.in
• Provide useful but incomplete content in the story, and then connect the story to your product/service immediately.
• Your whole email doesn’t have to be a story.
• Empathetic stories-Building a shared connection
Newsletters
www.alservices.in
B2B vs B2C-Are they different?
www.alservices.in
• Emotional appeal and connect
• Logical appeal (Technical features)
• H2H approach
Tips and Tricks
www.alservices.in
• Use images of the real people
• Show your authentic personality to connect
• Users only spend two seconds on each email-Ensure they get the basic info
• Images should reflect your core branding
• Early-stage emails should focus on building rapport through memorable stories.
• Sales emails require deep understanding of each individual recipient
Questions?
www.juvlon.com
Dr.Amit Nagpal
www.alservices.in
