Don’t sell the product. Tell the story.

Storytelling is a method often used by established companies or innovators, because they have a clear vision about who they are and what they stand for. But in fact, any company — oh yes, that goes for yours too — can use storytelling to engage people. Your first goal should be to clearly define what your company’s identity is.

Ask yourself these four simple questions: Who are we? What do we do? What are our goals? How do we want to achieve those goals? Use them to pin down what your identity is.

In addition to that, you can add your product or service. But don’t talk about the technical aspects, focus on the solution it can offer and what the results are. And finally: combine your confident brand identity with your visionary goals and get a message across that inspires and motivates people.

Want to use storytelling in emailmarketing? Make sure to follow these 3 fail-safe rules:

Start your story in the subject lineYou can have the best story in the world, but it goes to waste if no-one reads it. Make sure to kick-off your story with a great subject line.

Tell only one storyTelling multiple stories in one email will render it impossible for your reader to follow. Stick to one story with a clear beginning, a middle, and an easy-to-understand action you want him to take.

Use only one CTAProviding multiple CTA’s seems like a great way to sneak in multiple products. But we consider it a no-go. Try to withstand the temptation and offer only one clear CTA. It will enforce your reader’s brand perception.

Conclusion: write compelling stories that inspire your readers and that turn them into active followers.

One Comment

  1. Posted September 16, 2011 at 2:38 am | Permalink

    Simply correct. I do like this article. Story telling is my #1 Type of emails you can write. If you wish to know the other #7 you will find them at It’s a free 22 oage PDF I have written to help all my clients when they say to me, “I don’t know what to write !” Kurt Johansen

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