What writing a novel taught me about Copywriting
Every human is born understanding the language of story
The irresistible draw of a great character’s journey : Will they win the day, or will they lose everything?
The foundation of any story ever told
So when I came to write my first fiction novel, I thought it would be easy
I thought I knew everything there was to know about stories
After all, I was raised on them
But I was stuck
Because whilst the innate power of story is SIMPLE
To understand how it works is a matter for some serious thought
And I needed to break it down so I could get my plot onto paper
Luckily some clever folks out there (Will Storr, Donald Miller) have already done that
The framework of every story is this:
SOMEONE has a PROBLEM
They meet a GUIDE
Who offers them a PLAN
Which they FOLLOW
Resulting in SUCCESS (and, importantly, avoiding FAILURE)
This simple structure helped me get those 85k words onto the page without too many tantrums
It also works perfectly for my copywriting work
By simplifying your messaging down to its basic story elements
I can help you be the GUIDE in your CUSTOMER’S STORY
Following 3 questions in EVERY piece of copy I write for you:
Simple? Yes
But not easy
Have a lovely day
How To Turn First Dates Into Long-Term Relationships
Welcome To Email Marketing 101
Imagine the scenario: your newsletter subscriber sign-up rate is high (first of all, great job. It’s not easy to get people to give out their precious email address these days).
Inboxes are fast becoming more clogged up than the M62 in rush hour, and ‘unsubscribe’ rates are climbing (especially around Black Friday and the lead up to Christmas when everyone and their dog is emailing every 30 seconds… more on that later)
BUT after a few follow up emails you start to notice something odd.
High numbers of potential customers are hitting that dreaded ‘unsubscribe’ button.
Lost to the ether (or worse, a competitor)
So What’s Going On?
My guess is you’re not truly connecting with, and making the most of the ‘peak interest’ sales conversion period immediately after sign up.
You’ve no doubt experienced this yourself as a consumer.
Imagine you discover a brand that really speaks to you and your current pain-point. You love the website, the branding, their ethos!
And they have a great offer to get you signed up and on-board their email marketing train. It all seems very promising for you both.
Then - BAM! - the love affair is over before it’s even truly begun.
Who Is This Stranger?
The next few emails are so disappointingly boring and generic that you’re left wondering who this person is?
You had such high hopes for a great relationship, and now you’re wondering whether they are even the same new business you had fallen for only a short time ago.
So you hit that ‘unsubscribe’ button (if you can find it…buried deep in a weird and unlikely corner of the wall of text) quick as you can, and that’s it.
The relationship is over.
What’s the solution?
It’s simple really - segmented email marketing.
What is it?
Basically you divide your email subscriber list into smaller, more targeted groups based on specific criteria, such as:
By sending tailored messages you can be much more relevant with your content. And make sure you are carrying on the ‘conversation’ with your new customer that had them hooked in the first place.
Result – better sales and increased engagement, loyalty, and trust.
According to OptinMonster segmented campaigns average 46% higher open rates, and segmented, targeted, and personalised emails generate 58% of all revenue.
Trust is a biggie for me personally – I’ve granted you access to my email inbox and I try really hard to be selective with who I let in - so don’t let me down!
How To Do It in 4 Easy Steps:
But don’t get over-excited and send too many emails because that will p*ss people off as well.
There’s a delicate balance to be found between not feeling like you’ve been given the cold shoulder, and being suffocated by too much attention.
Once a week is just fine for marketing emails!
What Are Your Next Steps?
In today’s cluttered inboxes, segmented email marketing is a game-changer.
Start small, test often, and watch your connections (and conversions) grow.
Drop me an email – I’d love to help you turn those chance encounters and blind dates into long-term relationships.
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