How do you use storytelling techniques to create emotional triggers in your email copy?

I was working with someone pretty big in my industry and each time we interacted via chat, my mind would race with all the ideas I had and things I wanted to say to him. One day, we were collaborating on a project and I mentioned something unrelated and he finally just told me, "you need to focus on one thing and finish it". Wow! That hurt. And, was the most helpful thing I really needed to hear. I was doing that! I was going from one thought to the next and it wasn't helping me. Do you feel like that sometimes, super excited and your brain/thoughts start jumping from one thing to the next? When writing emails, I always keep this in mind! Could you see how that story was relatable AND intentional? I could have added a CTA to wrap it up!

Emotional triggers are words/phrases that persuade people to take a desired action. They speak to the core of our readers. The desired action can be anything: -buying our product -using our service -downloading a freebie -booking a call Some of the most powerful emotional triggers that can drive most conversions in a copy are: -Anger -Love -Curiosity -Trust -Guilt -Fear More powerful emotion = easy conversion

If you see my story above? Plenty of people have been told something that was truthful that hurt - they can relate. Most entrepreneurs have problems focusing - they can relate. In both instances, they felt something different. In the first, they may have felt bad for me (sympathy). In the second - they saw themselves in me! That's powerful! It creates bonds that "how to" info could never create.

Have you heard of cortisol and oxytocin? Yes, these are hormones. Oxytocin is the bonding hormone. It is released when we feel a bond of trust with people. Cortisol is the stress hormone. It is released in response to stress. Storytelling helps in the release of these 2 hormones. If we incorporate the 6 common emotional triggers in storytelling, our readers will develop an emotional connection and a sense of engagement with us. Not only will our content become more memorable, but also make our readers consider us as trustworthy source -- whose suggestions can be accepted.

In stories people identifies themselves with the character and build a connection. Effective storytelling tactics in email marketing has the potential to create the correct nudges for desirable action.

Using storytelling in your email marketing can add a bit of humanity to an otherwise very clinical relationship. consumers know what you want from them as a business, but adding a more human touch through storytelling opens the door for a more informal connection. The emotional triggers created through storytelling marketing allow you to show your audience that you care more about the money in their pocket. Not only do you provide services that aim to help them, but your brand shows a clear interest in the wellbeing of its consumers, creating loyalty.

Tell the story like you are telling it to your best friend. It can be easy to get lost in corporate jargon or the "perfect way" to write something. Read it aloud and ask yourself, "Would I speak like this? Does this make sense? Is it easy to understand?" The most compelling copy is simple, to the point, and resonates with the consumer in a succinct way.

These are all good examples of ways to test and measure the effectiveness of your storytelling in emails, but I would also add: - Open to Click rate. Of those who actually opened your email, how many clicked on some content - content consumed - which content is being clicked on (evaluated by customer segment and position in the buyer journey) - campaign performance - not just looking at the story within one email, but as part of a sequence of stories as you move the customer through the sales funnel or brand journey.

If you're creating storytelling for your product, then try these examples. Testimonial story: This type of story features a customer who has had a positive experience with your product or service. Testimonials can be very powerful emotional triggers, as they allow the reader to hear directly from someone who has benefited from your product or service. Case study story: This type of story tells the story of how your product or service has helped a business achieve a specific goal. Case studies can be very effective at demonstrating the value of your product or service, and they can also be very emotionally engaging, as they allow the reader to see how your product or service can help them achieve their own goals.