With the sun still low in the sky, the United States Supreme Court announced its ruling on the much debated Affordable Care Act. In a 5-4 decision, the Court ruled that the majority of the bill would be upheld as it is currently written. Writing the opinion of the Court, Chief Justice Roberts cited the power of Congress, outlined in the Constitution, to levy taxes and subsequently enforce a penalty for refusal to do so. In essence the “mandate” as it has been deemed, was upheld by the Court as were the numerous other provisions dealing with pre-existing conditions and children remaining on their parents insurance into their late twenties.
What a fabulous way to finish out the week (we’re closed for the Good Friday holiday tomorrow)!
Today, our multichannel task force here at Johnson Direct officially launched a new market campaign for a client (we’ve had the pleasure of serving this client for about 8 years). After seeing our message that the campaign’s microsite is live, our team got this message from the client in return: Continue reading
Johnson Direct is delighted to add Kevin Deval to our creative team. As art director, Kevin is responsible for the conceptualization and design of a broad range of marketing materials for our clients and the agency. In just a couple of short weeks since his start date, Kevin already has “wowed” our clients with his creative skills. Continue reading
Deployment takes a huge toll on military members and their families. When troops leave their families at home while they travel hundreds, even thousands, of miles away and often into hostile territory, their loved ones often face unanticipated financial demands that can’t be resolved through existing means. Continue reading
Want to get better results from your email campaigns? Why not try telling a compelling story?
Yes, the list and offers you make are important to your success, but so are copy platforms and how you present the information you want to convey. But why test a story?
Marketers may not always put the topic of storytelling at the top of their to-do list, but they should. Storytelling, in this context, is the art of telling an emotional and compelling story in e-mail, or other advertising medium, to effectively convey a call to action that sells a product or service, or gains a donation from the recipient.
Stories engage people because they are entertaining, allow the recipient to relate and connect with the characters, draw on emotion and can lead the reader to a conclusion and often do a better job of being genuine and relevant. And in today’s over-communicated media landscape, when consumers tend to be more entertainment-oriented than ever, stories might be just what your email correspondence needs to lift your ROMI.
Psychologically, we also tend to remember stories. The Bible is based on stories. So are fairytales, most children’s books, many great songs, movies, plays and TV plots. “What’s the storyline” in news and sports? If it’s compelling we tend to migrate to it, or at least pay more attention. A story helps you break through the clutter.
Storytelling is more commonly used in long form, one-step emails where the products or services have a high price point, but even these marketers could benefit by telling different, more compelling stories to move their wares.
By incorporating storytelling in your efforts, you are really taking a back to the basics approach to your marketing. For centuries, the world’s greatest teachers and leaders have used stories to more successfully communicate with people and motivate them to take action. In direct mail, e-mail’s marketing cousin, you may have seen some of the top-performing storytelling direct mail packages, including those from The Wall Street Journal, Time-Life, Rodale Inc., Covenant House, Greenpeace, Nightingale-Conant and National Wildlife Federation, among many others. You continue to see them for one very simple reason: they work. That’s another reason to test this approach in e-mail.
A good story is something the recipient can read easily and which effectively touches that something inside of them that urges them to take action. We can relate better to stories.
Let me give you an example. Imagine turning the this Omaha Steaks email into a story.
The sender might say, “How I saved 67% and used the savings to make my party even better…”
In this case, some compelling, credible stories could be featured on how the books above helped changed a mindset and were critical to the reader’s newfound success. It will be relevant to many of the recipients and will likely work better than shouting savings. Heck, you could even keep the savings and tell the stories.
A few guidelines to follow include not fabricating a story – the more real and true-to-life the better the results typically are, the more detail you provide, the more credible the story will be, and be on the lookout for new stories all the time. They are like testimonials on steroids for your marketing.
Go ahead, pump up your e-mail marketing with storytelling starting today. Then, share your story with me and all of us at Johnson Direct.