Marketing is no longer about the stuff that you make, but about the stories you tell.”
– Seth Godin, author, entrepreneur, marketer, and public speaker
If you haven’t noticed, we talk a lot about content in our PowerBlog. Specifically, we talk about targeted, or, “relevant content.” And what does it mean to utilize relevant content, exactly? Well, if we’re to be precise, we could consider the textbook definition of relevant—being “appropriate to the current time, period, or circumstances.”
One of the best methods of remaining relevant while also sparking a deeper connection is through storytelling.
Storytelling is one of the best ways a person or company can establish trust, which is the crux of all relationships. When we tell stories, we allow ourselves to be vulnerable; this triggers an emotive response in many people. Storytelling strips away inauthenticity and clears communication channels.
What’s interesting is that there’s nothing new about storytelling—it’s always been an important and critical facet of any marketing campaign, and that includes e-mails. And very rarely do people arrive onto a company’s e-mail list by chance, instead they were compelled to opt-in with some type of offer, or more frequently because of a compelling narrative.
Seth Godin, in many ways the Grandfather of e-mail marketing, believes in the power of a good story. For Godin, storytelling is one of the finest trust building devices, but must be nuanced for optimum impact. Using visual and audible content is a subtle but impactful way to tell better brand stories. The saying “show don’t tell” will always have credence in our realm.
Let’s take this one step further. Given that people have become more attuned to marketing strategies including storytelling, marketers have had to pull out their creative toolboxes. One strategy is to create a narrative that’s specific to your audience’s interests, location, and buying habits. Before your next e-mail campaign, try sending out a survey that begins with a short story to catalyze a response among your recipients. Then create a compelling narrative with features like personalized images and video.
Storytelling, and “relevant content” may border on hype, but the reality is a good story that reads personalized will always cultivate better customer interest and relationships.
Let DynamicMail help you tell your personalized story in your next email campaign. Get started now!