Storytelling is an underrated art form in the world of business. In fact, some may go so far as to say it has been entirely forgotten by retailers the world over. With all the hustle and bustle of instant posts via Twitter, Facebook, Snapchat and other social media platforms, it seems many people are simply unaware of the original purpose these tools were created for. The truth is, maybe it’s not a bad thing – as Frank Zappa famously said “Without deviation from the norm, progress is not possible.” In the spirit of keeping with that statement, let’s see what can be done to transform your boring old email blasts into a persuasive and enchanting experience – through the lost art of storytelling.
The Elements Of Your Style:
The first three question you need to ask yourself before coming up with a story, are:
- What is my brand all about?
- What does it represent?
- Why do people dig it?
You should be able to answer these question with ease. If you can’t – that’s not necessarily a bad thing – it just means you need to think a little more deeply about your business, and what you can do to improve its image. Improving your businesses image is a step in the right direction towards boosting revenues.
For example. Let’s pretend you run a business called “Beer & Spirit” which sells items made from free range, organic nylon (Yes, I know that makes no sense – just roll with it). The answer to the above questions, could likely be as follows:
- We are about respecting nature and maintaining a cruelty-free production process.
- Our care for the world around us and our fellow humans.
- Because we care, and are committed to the well being of sustainable nylon production. Also like, TL;DR – save the wild sea plastic bag. Their habitat is endangered by fish.
By now you should have a good idea as to what your company is all about. Now, how do we apply this to our email marketing campaigns, and more importantly – can we do so while still selling our products?
Yes, and yes.
Bringing The Story To Life.
So let’s see how we can use the above example in an email blast to update our customers on the latest sales, while telling a story in a somewhat subtle, yet noticeable manner.
We heard your feet, and your cat’s itty little feet, are probably a bit nippy this time of year. Have you seen our new really warm socks, made from 100% pure, organic, free range nylon? Our commitment to nature ensures you can keep your feet warm this winter with cruelty-free nylon, and so can Mr. mittens!
Your commitment to our organic nylon is helping save the planet – one pair of socks at a time!
Here are some other items from our catalog you might dig.”
And that, is how you tell a story in an email.
“But mister, my brand isn’t that exciting, and we don’t offer anything original. What can I possibly do?”
Ahh, don’t fret! Let’s take a look!
Finding Your Originality In a Generic World
Many businesses get hung up on this question – why are we different, what makes us interesting to shoppers? After All, there is only so much that can be said before a company sounds, well like any other company. When was the last time you saw an ad for something and thought “Wow that’s so different from the competition – I should totally buy it.”
Odds are – never. Because you are already aware of most every item that’s advertised on TV.
But what you did notice, was the company, and the product itself – thereby, the ad worked as intended, ads are not meant to get you to buy, so much as they are designed to get you to remember (but if you buy then that’s totally cool too, just saying).
So here are a few suggestions on things you can use to improve your originality – things that no one can take from you (not even the Grinch).
- Your company make up:
- Your origin story
- Your commitment to excellence: In your own words.
It might not seem like a lot, but the truth is, sometimes less is more – it’s easier for a brand to be itself rather than pretending to be some other company. Even if you are the “Fidget Spinner and Unlicensed Disney Toy Warehouse” these are things that still play to your advantage.
- We are John, Jaun, Johan, from KFC county, and we are committed to providing affordable toys to America’s youth.
- A little bit of trademark infringement never hurt anybody.
- Because parents can afford our toys, make their kids happy, and they don’t have to worry about quality issues.
Sure, it might not be much – but if the “Fidget Spinner and Unlicensed Disney Toy Warehouse” can own their brand, anyone can! So get at, and see how you can use your brand’s original attributes towards email storytelling today!
Speaking of stories, did you know that the Datacrushers Revenue Discovery platform can tell stories through analytics? Oh yeah, it’s really good at serving up original content around the clock – in fact it’s literally in our motto “Providing value by the hour”. Learn more by licking on the link. What, your computer doesn’t have a lick screen? Click here in that case.
Founded in 2015, Datacrushers uses Machine Learning and A.I. along with NLP to identify and recover revenue loss, cart abandonment and discover new revenue sources across any site. The revenue discovery platform completes the deep ongoing analysis of eCommerce websites by monitoring the three main focal points of any site: The User, Site, and Product.
Unlike traditional “cart abandonment platforms,” Datacrushers does not require shoppers and customers to be logged-in to conduct both on and offsite campaigns. We use a wide range of data-driven and analytics based conversion tools to target the shopper at the right time with the most accurate and effective campaign to drive the sale.
Datacrushers is platform, language, and currency agnostic and requires only a few lines of code to get started therefore delivering an ultra-fast go-to-market with minimal set-up time and tech intervention.
Based out of Jerusalem, Israel, Datacrushers has clients worldwide including, The US, China, Russia, UK, Germany, and more.