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  • How to Share Stories with Your Subscribers

    March 25, 2019
  • Danielle was a graphic designer. She enjoyed what she did, but she was always answering questions from newbies who wanted to get their own graphic design business off the ground, too.

    She started a website sharing tips and advice about her journey. With the new direction, she knew it was time to update her brand story. The first thing she did was glance at her welcome email. It was several pages long and shared how she’d gotten started online.

    Like Danielle, you may have a welcome email or an introduction message that traces the evolution of your business. The problem with a single email like this is that it can easily overwhelm your audience. Instead of reading it, they mark it to come back to later then forget about it or they get frustrated and delete it right away.

    You need an email sequence instead. You don’t have to tell the whole story right away. You can use each email to paint a picture and share one important milestone or moment along your path. Often, this sequence can be broken down into four messages. Here’s how to do that:

    Email #1: The Introduction

    This is the one where you tell your readers how you got started. You explain what your life or business looked like in the early stages. For example, Danielle talked about how she began doing any virtual assistant job that came her way but quickly discovered her passion was in graphic design projects.

    In this email, you want to focus on what you and your readers have in common. Then end it on a hook by asking a question.

    Danielle did this in her series by asking her subscribers if they were delighted by graphic design but frustrated at their inability to turn their skill into a business. Then she promised to share more of her story with her audience in her next message.

    Email #2: The Challenge

    Once you’ve shared an introduction to your story with your subscribers, it’s time to pop back into their inbox with the next part of your series. Start this email by referencing your last message and what you promised to share.

    Then dive into what challenges you had to overcome to get where you are today. In Danielle’s case, she explained how she had a passion for graphic design, but she could only find the occasional job instead of steady clients that paid her monthly for her skills.

    The point of the challenge email is to show your readers that you understand their struggles. But don’t bum them out either. Reassure them that you found an answer and that you’ll be sharing it with them…in your next email. This keeps your subscribers eagerly anticipating your upcoming message.

    Email #3: The Lesson Learned

    You’ve talked with your list about who you are and the challenges you’ve faced. Now it’s time to tell them what you learned from these challenges. This message needs to contain a key insight that will change your readers’ lives or business if they implement.

    For Danielle, she knew the key lesson she wanted to tell her subscribers: stop looking at low-paying websites for high-paying clients. You don’t have to go into depth about what your subscribers need to do here. This isn’t a how-to or tutorial. You’re just focused on sharing the milestone that changed things for you.

    Email #4: Life Now

    The final email in your sequence should be about what your life (or business) looks like now that you’ve reached your goal. While you should celebrate your accomplishment, remember that your reader isn’t there yet.

    Be encouraging toward your subscribers. Remind them that they can achieve the same results. Then invite them to take the next step with you. Maybe that’s signing up for a free discovery session with you. Perhaps it’s about buying a low-cost course you have for sale. Whatever it is, this service or product should be tied to help them get similar results. Then they’ll be more likely to say “yes” right away.

    When you create your story in an email sequence, remember that it’s not about you. It’s your story but you’re telling it to serve your community. Share insights that are valuable and actionable. Then your subscribers will thank you for your messages and welcome you into their inbox.

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