Long Form Email The Crafted Story

Yesterday I recommended you send shorter emails and focus more on the landing page.

And there's a reason why.

It's the writing method most marketers (and business founders) find the most comfortable.

Deliver your customer a quick compelling reason to click and get them on to your home territory, your store, and keep the click-o-meter ticking over. More traffic. More revenue. Right?

So, let's completely contradict what I told you yesterday. Why? Well, because I know nothing about your business. I know nothing about your business story. It's easier to recommend the simpler route. The best practice.

Best practice won't get you far. The more adventurous marketer understands the value of story. How to use email as a mechanism to build relationship with their reader.

I'll keep coming back to this point, it's the difference between somebody buying from you and somebody buying into you. Story is that pivotal aspect that draws the emotive sale. You're creating intrigue. You may be creating fascination. I don't know. What I do know is that it's worth the effort.

Story is the territory of ultra-marketers. It's the hook that gains attention. It's the mechanism that builds interest. It's the trigger that persuades.

The most successful brands blend story and selling. The short form and the long form. They're consistently inconsistent.

Marketing is meant to be a little messy. A little less formulaic. A little more fun.