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  • The Elements of a Sequence that Connects

    March 18, 2019
  • Continuing on from our “Email Marketing” Sequence.

    Creating an email sequence often involves looking for the “story” that needs to be told. But as soon as you hear the word “story”, you might freeze up. Maybe you tell yourself that you’re not creative enough to write up an email sequence or that you don’t know how.

    The good news is that writing a story isn’t difficult or time-consuming. In fact, all stories share a few common elements. Learning how to weave these elements together is how you tell a story. Here’s what you need to do…

    Identify the Central Character

    Every story has a central character. Who the central character is in your story will depend on the sequence that you’re writing. For example, if you’re participating in a giveaway event, you might create an email series that introduces who you are to your new subscribers.

    Get Clear on the Goal

    Think about what the goal is for the main character.

    Sometimes a goal is external—a character wants something tangible and easy to identify like more money or a new baby. Other times, that goal may be internal and not immediately obvious such as wanting a peaceful home or a loving marriage.

    Focus on the Motivation

    Motivation is all about the emotion behind your goal. Anyone can say their goal is weight loss or writing a book. But those goals don’t connect with your readers emotionally. You need to explain to them why this particular goal matters so much to the central character.

    For example, you might say: “My weight loss journey began when I lost my mother. Like me, she was obese. It was scary to think that one day my little daughter could be without me because of my unhealthy lifestyle.”

    Motivation helps your subscribers understand why your central character took action.

    Get Real about the Struggle

    Now it’s time to talk about the conflict that kept you (or your central character) from achieving the goal. This conflict might be external and something common like a lack of money, a lack of time, or a lack of knowledge.

    In other cases, the conflict might be internal. For example, if you’re a dating coach, your central character might fear intimacy, so she sabotages every first date without fail. Don’t be afraid to share the struggle with your subscribers. They want to know they’re not alone in their problems.

    Announce the Moment of Triumph

    For most people, success is a series of small steps. But typically, they can point to one central moment where things really started to change. For example, you help women learn to love their bodies, so for you, this may have been the moment you decided you were enough.

    Talk this moment up! Let your subscribers know how amazing and positive it was to finally achieve your goal. Celebrate what you accomplished and acknowledge the difficult journey you had.

    Your moment of triumph is a chance to circle back around to your readers. Ask them how awesome and inspired they’d feel if they did the same thing. Remind them about why the journey is worth it and encourage them to keep going.

    Now that you understand how a story is structured, you can create an email sequence of your own. You don’t have to be a professional writer or an editor to be a great story-teller. Just focus on the journey that you want to share with your subscribers!

    Discover the framework for a great email sequence when you download your free workbook now!