What Teens Know That B2E Email Marketers Don’t

Are you struggling to get busy educators or indifferent education decision-makers to open, read, and respond to your emails?

If your email campaigns are bombing--or not as successful as they could be--after your small but mighty EdTech marketing team poured their time, energy, and effort into producing high-impact emails, it could be this one secret of persuasion that teens know but business-to-education marketers don’t.

Teenagers are master persuaders. They wrote the playbook and can easily warm you up. When my daughter was 10, she knew all the right buttons to push to get what she wanted.

It’s also the fastest way to build relationships and win over education stakeholders in an already crowded inbox. And that can drive massive results!

Yet this “pillar of persuasion,” which could rescue sagging email campaigns, is an education marketing strategist’s most underused or overlooked tool.

In this issue, I present FUN, simple, creative techniques for business-to-education marketers to master the art of persuasion using stories that stick, build trust, and inspire education leaders to take the next step with you.

Welcome to My Bi-weekly Newsletter: Copy Magic Toolkit

This is for you if you are:

• K-12 EdTech business
• Education leadership and professional development provider
• Mission-driven education-focused nonprofit
• B2E marketing agency or consultancy

Copy Magic is the invisible thread that connects people, shows you care and understand their deepest desires, challenges, and fears, and turns no to YES!

Crafting memorable stories amplifies your impact and reach. Ready to level up your email marketing game?

Copy Magic is the invisible thread that connects people, shows you care and understand their deepest desires, challenges, and fears, and turns no to YES!

Crafting memorable stories amplifies your impact and reach. Ready to level up your email marketing game?

What’s inside?

??1 Big Idea to use the art and science of persuasion to warm up the email reader and gain enrollment

??1 Story to reveal how teens (and yes teachers) are master persuaders

??4 Hot Email Copy Magic Tips to use right away to build trust, nurture relationships, and shorten the sales cycle

Let's dive in...

Today’s Topic: How Are You Warming Up Your Email Reader??

My daughter always knew all the right buttons to push to get what she wanted.

I hate how easily daughters can turn our hearts to Jello. Don't you?

She knew if she asked me outright, I would say, “No, not on your life!”

Instead, she slowly warmed me up to her ideas. In marketing, it's called pre-framing.

Pre-framing is warming someone up to make them more likely to say YES!

?? 1 Big Idea: The Art and Science of Persuasion

Teens are masters at building a solid case for what they want because they understand the art and science of persuasion.

Savvy content marketers use pre-framing to build a solid case. They focus on one core emotion and one compelling idea. They ask: “What do I want decision-makers to feel, think (or rethink), and do after reading this email?”?

This time-tested content marketing principle, which drove master copywriter?Mark Morgan Ford's winning promotions, has become a pillar of persuasive copy called “The Power of One.”

Have you noticed that’s what I do in every newsletter?

??1 Story: Midnight's Early Demise

When my daughter began reading her school essay, my guard was down. That was my first mistake, but it wasn't my biggest mommy misstep.

Hanging on every word, I beamed with pride as an unsuspecting victim. I took the bait--not knowing what my sweet, clever daughter planned. It’s a soft spot all moms share.

Do you know what I mean?

After finishing she cornered me.

“Well, what do you think?”

Long pause.

“I'll feed and take care of him. I saved up so you won't have to spend a penny.”

I wanted to believe her.

“Cats cost a lot of money, and you have to take them to the vet. But gerbils don't,” she continued. “They're cute and playful.”

“Who will clean the cage filled with droppings? I thought, “Game over.”

“I will!” She blurted out without hesitation.

She used all the right words and countered all my objections: no cost, clean the cage, responsible, no vet, saved up.

?Then she lowered the boom. “Mommy guilt” took me over the edge. Ripe for the taking, she moved in for the kill. Reduced to mush, I had no choice. Here’s how she did it

AND...

MY SIDE OF THE STORY.

My daughter struck an emotional chord. She desperately wanted a pet, and her persuasive essay for English class opened a secret revolving door in my heart.

That’s a little melodramatic.?

But it explains the psychology that drives all human behavior. Teachers use it when they set the stage for learning meeting students where they are and enrolling them on a learning journey.

And marketers use it when they pull the right emotional trigger. This is how teachers, decision-makers, and education leaders feel seen, heard, and understood.?It’s also how you nurture future relationships.

??4 Hot Email Copy Story Tips:?

Below are four tips for using pre-framing to build a solid case and gain enrollment:

Tip #1: “Close the loop” ?in the email body that was opened in the subject line.

Tip #2: Focus on one big, emotionally compelling idea.

Tip #3: Focus on your audience of one, one persona.

• For your B2B stakeholders, focus on their leadership roles and daily responsibilities.

Tip #4: Capture your subscriber’s voice:

• Use their language, and idioms, and reflect their worldview.
• Keep it conversational.
• Business is built upon relationships with people.

Featuring B2E Agency and Consultant Thought Leaders in "EdTech Agency Content Talk"

If you have a burning issue you want to share with your market. If you’ve helped EdTech or K12 businesses quickly build trust and online authority, why not share your insights in an upcoming issue?

In December, Education Marketing Strategist Emily Garner Sumner, CEO of Spyre Marketing, shared the good, the bad, and the ugly of AI integration into EdTech content marketing: EdTech Agency Content Talk: Leading the AI Learning Curve.

Featuring Edtech Innovators in "Education Re-Imagineers"

Curious how I spotlight education pioneers? Check out this interview with Michelle Ament, EdD, co-president of the Human Intelligence Movement and chief academic officer at ProSolve: Education Pioneers Reimagine School.

If you are interested in either opportunity, DM me or drop a comment in the chat.?

I’m curious about you…

What struck or surprised you the most? Let’s create a community of learners and explorers. What topics interest you? I’d love to have your feedback.

Let’s elevate your thought leadership with content assets that build trust and online authority! Need help cutting through the noise and winning over hearts with your next campaign? Do you wonder how to nurture and grow an engaged email community? DM me.

Share the K12 EdTech love...

Does this spark curiosity and make learning fun as we explore Copy Magic together??

Please like, comment, and subscribe If you savored this tasty bite.?

Share Copy Magic with a friend to elevate their copy. If you missed the first issue, here’s the link.

About Me: Hi, Lynda with a “y” here, your B2E digital storyteller and thought leadership builder.

?I help marketing teams win over decision-makers by developing strategic content assets. This includes eBooks, newsletters, emails, blogs, and web content that empowers with content that connects, cares, and changes lives for EdTech, K-12 learning, professional development providers, and education-focused nonprofits.?

As a former teacher, I hear teachers’ frustration and overwhelm, understand how stakeholders are trying to fix a broken system, and can counter objections.

If you are a leadership development binge listener and reader, let’s connect…or reconnect.