Often times, when I’m ready a story, I ask myself – “What’s the point? Where is this going?”
Sitting here on a Monday morning, as I work on some research and targeting for a client, I asked them “what is the story here? What are you ttrying to convey?”
The answer, more often than not is I don’t know, or what do you mean.
What do I mean?
When writing, whether for myself, or for a client, be it email marketing, tasting room copy or blog posts, it’s important to both understand the story you are trying to tell, as well as understand the message that is being conveyed.
The firs question I ask my clients, and myself, is what is my story?
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In the infographic above, as silly as it might seem, the story is about the health benefits of red wine.
To back up these claims, you need to (or have someone else) do the research on why this story is true – and weave those pieces of information in to your story.
- Why is this relevant to your brand?
- How can use this information to benefit your brand/
- What information on your customers / mailing list cna you use to target this content about your brand/
- How can I use this information in my story?
So often, content online or in email markeitng doens’t leverage the brand’s story enough, or use relevant market data to back it up.
By doing a bit of data mining in your own customer database and soime research on line as ot what i strending and what is a hot topic, you can super power your e-marketing and engage your customers.
Engaged customer not only equal more conversions (sales) but they also equals more open rates, and more click throughts.
Remember, in the marketing world, there are marketing customers and there are sales customers. The marketing funnel is a key resource to develop sales, and build strong brand loyalty and highter lifetime value than a direct sales customer.
Stay tuned for more Marketing Corner tips!
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