The 3 Cs of A Great Email (Series)
Through trial and error, we discovered a simple story framework that makes it a lot easier to share stories in a short amount of time.
Captivate
You captivate your audience — this means that you are cutting through the noise of other messages they are being bombarded with and taking a moment to hear you.
Within Captivate you will want to establish 3 things.
Backstory
Desire
Conflict
Create context by sharing the backstory of what was going on. Ask yourself “Where I was before I had my big “aha” that I am sharing in this story”
You’ll want to frame what your desire was and the conflict preventing you from reaching that desire.
Ask yourself “What did I want to win, retrieve, escape or stop?” and “What was the wall or frustration?” Think about how it made you feel. Were you angry, fearful, or hopeless about the situation? The deeper you can dig into the conflict of the story and be vulnerable the great people will become vested in the story.
Connect
You connect with your audience — I would say the #1 thing most people are starved of is connection. And COVID has only exasperated that. So when you use story to connect, people are able to satisfy a hunger they may not even have words for.
Within Connection, you will want to identify and share 2 things.
False Belief/But New Belief
Results +Proof
When sharing the false belief, come at it from what your own limiting thoughts were that you felt held you back. It’s good to list a few that the person hearing the story can relate to as well.
In communicating the new belief that changed everything you will want to share the solution that finally worked and ONLY focus on the strategy. IF you tell them how you did it then they will feel like they got what they needed and not get the additional support. Which will often leave them stuck when the next problem reveals itself.
Lastly, you’ll want to show the proof and results that not only you got but others got too. This proves that the thing you discovered wasn’t just a fluke but something implementable and repeatable. Something that allows other people to get the same results as you.
Paint the picture of how your inner and outer world changed from discovering this solution.
Convert
Finally, you convert your audience — with a clear call to action after the story you give people something to do. This doesn’t have to be a hard sell either, it can simply be an invitation to a Facebook Group, or to do an interview on your podcast, even just saying yes to a “virtual” coffee. The CTA’s are endless, the key part to remember is that the story matches the CTA.
You’ll want to choose one of the following:
Formal Stack/Offer
Informal CTA
Download
Click Here
Write This
Read This
The informal CTA given here is an example of a written story. In the case you are telling the story in person, you might say something like, “I’ve put together a guide and you can get it at funnelmagazine.com”
In sharing a story with the 3 Cs you can accomplish many objectives that storytelling can provide.
If you want to learn more about how to tell great stories in your emails join us on our upcoming LIVE training at https://legendaryleadflow.com/masterclass
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