Demystifying brand storytelling for everyone
Once upon a time, there was a concept called brand storytelling.
Its popularity increased until it became something of a buzzword. People referenced it in their articles and assured all who would listen about the importance of using stories in their marketing.
But there were many who did not understand.
For them, the idea of telling a story in their marketing copy made little sense, and they were left to guess at how they might put stories to use…
Brand storytelling, or corporate storytelling, is all the rage. But every article I read on using stories to connect with prospects seems to be heavy on the why of storytelling (connect with your audience, hold their attention, build trust) and light on the how.
So how exactly do you use stories?
I'm a freelance copywriter and I work on brand stories every day. I thought I would share what I understand about storytelling to help you put it to use in your own marketing.
The way I see it, there are three key types of stories you can use in your branding.
A no-stone-left-unturned guide to everything you've ever wanted to know about creating and using autoresponder email sequences
When I first sat down to write a guide on creating successful autoresponder sequences, I thought I could cover everything in a quick blog post.
But I soon realised one short post was nowhere near enough. I would have to create a mighty post if I wanted to create an autoresponder resource to be used my marketers for years to come.
Whether you're self-employed or in charge of a busy marketing department, whether you're new to autoresponders or you've sent dozens already, you're here because you have questions about automated email sequences.
You might be thinking about hiring a professional autoresponder copywriter, or you might be planning to create your email series yourself.
Either way, you want a guide that goes deep. A guide that gets into the nitty gritty of what an autoresponder is, how it works, how long it needs to be, what it should do and a whole load of other stuff.
If that's the case, you're in the right place.
So get comfortable, make yourself a cup of tea and read through this monster guide to the humble, heroic email autoresponder, every online marketer's best friend.
I was speaking to a prospective client a few weeks ago.
He had created a new web app for plumbers and electricians that looked really cool. It would save them many hours finding jobs, and it had loads of useful features like project management, invoicing, etc.
It sounded great.
He was planning a cold email campaign to reach out to prospects. When I asked him about his plan, he explained how he would initially send out cold emails to plumbers telling them all about his new app and its free trial.
So far, so good.
While I tend to focus more on newsletters and marketing emails, I've enjoyed a lot of success with cold campaigns, so I was interested.
Here's a brief version of how the conversation went:
27/3/2017 0 Comments
I think I've got it. I've finally cracked it. The ultimate productivity hack.
It's taken me 10 years to discover it, but I've done it.
And it's seriously changed the way I work, hopefully for good.
We often have to be brave to get the things we want in life. But taking a risk can get you a long way.
Email marketing also involves taking risks. And here’s one that you can try.
The main problem with emails is getting the darn things read in the first place.
As an email copywriter, there is nothing more disheartening than taking hours over constructing the perfect email only to find out that no one has opened it.
That's why smart marketers have created a range of techniques to give their open rates a boost.
Because once you can get your email opened, you stand a chance of it being read. And that means the link might get clicked. And then a conversion becomes a distinct possibility.
So how do you get emails opened?
One of the techniques I like to use is often referred to as the open-loop method.
Here's how it works.
Pop-ups are not everyone's cup of tea.
Many internet users (most of them, perhaps) would go so far as to say they hate pop-ups.
You land on a website, you start reading, and … there it is. The whole screen is taken up by a huge orange banner asking you for your email address in return for something you might find useful.
When done badly, they are disruptive and annoying. And yet … pop-ups work.
There's no denying it. Why do you think every internet marketer and his dog uses them?
So they are absolutely worth experimenting with for lead generation. And if you do, you should know that there are various types of pop-ups you can use, some of which might lead to better sign-up rates.
Here are five to try out.
If you're like most businesses, you will have a blog on your website. (And if you don’t, you really should.)
There are many great reasons to have a blog, but one of the best is lead generation. This usually consists of a form at the end of each post that encourages the reader to leave their email address in return for a free report, a newsletter, blog updates, etc.
If you’re doing this, fantastic: your blog is an effective place to generate sign-ups.
People are reading the content because they find it valuable in some way, and that means there's a chance they will want to sign up for more of the same.
But there's a problem.
Calls to Action (CTAs) play an important role in most forms of sales copy, from sales letters to ads to emails.
But how exactly can you use them?
Whether you want to attract leads, sales or shares, here are some of the different ways you can make use of a strong CTA.
The problem is a common one: a shopper arrives on your website and browses your products, they see something they like, they add it to their basket …
… and then they disappear, never to return.
The phenomenon of cart abandonment is one you will be well aware of if you operate an online store.
In fact, 68.81% of shopping carts are abandoned online.
It happens because:
But while you won't know why they abandoned their carts, you can definitely do something about it.
This is where the cart abandonment email comes in.
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