Hope your new year is off to a great start! 2024 arrived in tune and on time, just like I like it.
If you’ve been reading my messages for the last few days, you know I’m digging into trends and opportunities I see coming down the pipe in 2024.
I talked to you Friday about the value and importance of Covert Content, even gave you examples you can put to use on social media.
And while I’m a huge fan of social, my favorite and most profitable form of Covert Content is Story-Based Email Strategy.
Which is the way I email you. (Like this email you’re reading right now).
How do we define a Story-Based Email Strategy?
- CONTENT – Most of the messages have a story – from my life, a friend, a client, something in the news. And/or include analogies or comparisons to help you understand the context.
- FEEL – They read and feel primarily like I’m telling you a story, not like serving you an advertisement.
- LOOK – Going back to our definition of Covert Content – does this look like a marketing piece? Not really. There’s no header, no fancy fonts, rarely any images. In fact, it’s STYLED to look like an email a friend or colleague would send you.
Does it READ like an ad? Not in the normal sense. Because the goal is to educate / enlighten / entertain you, which builds the trust and rapport we all want. Then when the time comes that you need sales coaching or marketing help for your ophthal practice, you’re comfortable (and even excited) reaching out to us.
That’s all on purpose. And all those reasons contribute to WHY you’re reading it now.
Benefits of Story-Based Email Style:
- Look / feel like you wrote it to a person (vs. blasting out a mass message)
- Stays below the marketing radar
- Builds trust / rapport at scale
- Keeps you top-of-mind among prospective patients
- Recapture leads that haven’t booked a consult
- Sets you apart from competitors (no one else is doing this)
- Cost-effective
Could you imagine having patients contacting your office saying, “I love your emails!” That’s what happens when you shift to the Story-Based Email style.
The added benefit for you is that you’re already in the story business. You create stories for patients every day. Another reason I recommend adding this to your quiver for 2024.
I’ve been emailing this way for 7 years, and it’s been highly profitable for my firm. I’ve spent countless hours practicing the craft. And I’ve spent tens of thousands of dollars studying under amazing copywriters and marketers to hone these skills.
Until now, I’ve not taught how to do this lucrative style of email writing. But this year, we’re doing new work to reach new levels, and I’m pulling back the curtain.
So in 3 weeks, we’ll be taking a group of practice marketers through our Story-Based Email Methodology:
- How to write these messages
- How to design them for maximum impact
- Crafting eye-catching subject lines people can’t help but click
- Where to find your stories and how to log them so you have a ready “story bank” anytime you need them
- Ways to smoothly include in a call to action
- Which topics to avoid like the plague
- How to do all this efficiently
- And more…
If that interests you, reply with “What’s the STORY?” And I’ll get you the juicy details.
– T-Cole
PS – Story-Based email has been our most profitable marketing channel. Tomorrow, I will share with you our most profitable WORD. This is a word that will be key to you having a dominant 2024, whether you’re doing a ton of marketing or very little…