Emotional content, such as personal stories, anecdotes, and case studies, can make or break a pitch. After all, you can’t speak with another person’s experience, so you have to rely on the power of suggestion. As a marketer, it’s your job to pull on the heartstrings of your readers, and send them down the path of purchasing your products. This article will teach you eight different ways to write compelling emails containing rich, emotional content.
1. Use Personal Stories To Grab Attention
Stories are fascinating. We instinctively gravitate toward them, and they can captivate an audience like nothing else. One of the most effective ways to grab attention in an email is to tell a story. Whether you’re recalling a funny, or tragic moment, or sharing an experience from your own life, a personal story is always an effective way to draw your reader in.
Consider using a mix of both to create something compelling. You might tell a story about a customer who came back because your product solved their problem, and then you followed up with a story about a time when you nearly ran out of toothpaste and needed relief but didn’t want to buy it online because it was past closing time at night. These stories give depth to your marketing material, and make your emails more memorable.
2. Appeal To A Reader’s Emotional Side
In the same way that stories are captivating, they can also be very effective when used in marketing. After all, humans naturally relate to stories, and they can provide you with a unique insight into how someone might feel or react to your product or service. One of the best ways to make an emotionally compelling email is to explore a sensitive issue, such as mental health, and use a story to bring it to life.
For example, if you’re trying to encourage people to go vegan, you could start your email by sharing a heart-breaking story about an animal being slaughtered for commercial purposes. You might begin by explaining how you’re personally connected to the issue, and how it’s something you’ve been wanting to speak about for a long time. Perhaps you’ve even followed a similar path and decide to share your own personal story about how you went from being a meat-eater to a vegan, and how you felt when you made the change.
By taking this approach, you not only grab the attention of your readers – you also make them feel as though you’re speaking directly to them, and you cause them to think about the issue in a new and different light. From a marketing perspective, you’re also providing the reader with an experience that they will then associate with your brand or product. In this case, the story helps to establish a connection between the reader and the issue, and encourages them to continue reading about the company or brand.
You might also choose to make a briefcase out of your own experience, relating it to what you know about the target audience. For example, if you’re emailing to a group of entrepreneurs, you could start your email by talking about how you became an entrepreneur, and how it has its perks and its challenges. You could even include a short case study of a business that is an example of an entrepreneur you’ve worked with. The case study could include details about their business, such as the products they offer and the amount of revenue they bring in. At the end of the day, you’re teaching the reader about your target audience and why they might be interested in your product.
3. Use Case Studies To Enrich Your Writing
Just like stories, case studies are fascinating because they allow you to explore how other people or establishments operate. As a writer, you can use case studies to learn more about your target audience, and how others are successfully engaging with them. For example, if you’re writing to an entrepreneurial audience, you could look to successful businesses for inspiration and insight into how to approach marketing to an audience like this one.
The advantage of case studies is that you can use real-world examples to illustrate your points. If you’re talking about how to approach marketing to female audiences, you could consider sharing a case study about a company that has achieved great success with a female-targeted campaign. Not only does this allow you to take your argument further, but by relating the information to something your reader knows about, it makes it more relatable. In the example outlined below, the writer is using case studies to argue that men also have an emotional side, and that they need to be considered in marketing strategies. The case study offered in this instance is relatable because it demonstrates that men can be just as vulnerable as women, and that it’s important to understand their needs and what moves them. In addition, by including a case study, the author is also providing a short piece of content for the reader, which they can then go back to, reference, and associate with the rest of the material in the email.
Case studies are also effective when used in pitches, particularly when you’re trying to persuade someone to buy your product or service. In the example below, the case study relates how the company’s products helped to transform the lives of people with Alzheimer’s, inspiring them to become caregivers and enabling them to provide end-of-life care for their loved ones. The products featured in this case study are designed to help with memory loss, bringing personal stories and anecdotes to life through compelling visuals, and allowing the reader to connect with the issue.
While the case study alone would be enough to grab the attention of the reader, the combination of the two is even more effective. Not only do you have something relatable and memorable to tell your audience, but you also give them the tools to connect with you on a personal level. As a marketer, you’re also providing them with valuable information, which they can use to do their jobs better.
4. Use Statistics To Support Your Point
Statistics are always useful when it comes to marketing, whether you’re talking about sales figures, reviews, or social media metrics. When used in conjunction with personal stories, they can be very effective at promoting a product or service. For example, if you’re trying to convince someone to buy your organic toilet paper, you could point out that 100% of the people who bought it were pleased with the product, which supports your claim.
However, while supporting your argument with statistics is great, the converse is also true. If the statistics don’t support your argument, there’s no need to include them in the piece. Sometimes, the numbers can be distracting, especially if they’re there for no apparent reason other than to state the fact that X number of people Y did Z. In these situations, having a personal story to fall back on is always more effective.
5. Create A Narrative
A narrative is simply a story or series of events arranged in chronological order. When used in email marketing, a narrative can be very effective at drawing an audience into your email and convincing them to purchase your product or service. In the example below, the author uses a personal story to relate the journey of a woman who decided to become a travel agent, and how she went about choosing her speciality. In this case, the journey begins with the woman deciding to go into travel agency, after being inspired by a personal experience. This approach is effective because it gives the reader a sense of familiarity, while also contrasting the familiar world of travel with something new and intriguing – opening up the opportunity for new knowledge and an understanding of how the industry works.
In choosing your speciality, the woman in the example chooses to be a travel agent after deciding that the journey of a travel agent is very interesting and rewarding. The author of this particular pitch uses a mix of personal stories and statistics to back up her argument that becoming a travel agent is a good idea, and uses an intriguing narrative to make the concept sound fascinating and worthwhile. In the same way that a narrative can be used to draw the reader into the email and make them continue to the end, it can be effective when used in a pitch. By relating the story of a product’s or service’s journey, you can show the reader that you understand their needs, what they’re looking for, and you provide them with valuable information about the company.