If you have an amazing product, you’ll need to educate your audience about it to ensure you generate the sales you need. If you’re gearing up to run a campaign using targeted email marketing lists, you’re going to need the kind of compelling stories that motivate people to click. To make the most of your hard-earned email marketing lists, keep the following tips in mind.
Play the Field
When the movie "Jerry Maguire" came out in 1996, two different ad campaigns were released. One featured Tom Cruise and Cuba Gooding, Jr. with the iconic “Show me the money!” line and framed the movie as a feel-good sports drama. The other showed scenes with Cruise and Renée Zellweger framing the movie as a love story. The movie was the same, but the two separate ad campaigns were designed to snare a wider audience.
The strategy worked, as the movie went on to become one of the top five highest-grossing films of the year, alongside Independence Day and Mission Impossible. Similarly-themed quality productions like “Trouble With the Curve” and “Moneyball” never came close to matching Jerry Maguire’s box office ratings despite casting heavyweights of their own, possibly due to lack of the kind of broad appeal earned by Jerry Maguire’s marketing strategy.
While it is important to narrow the demographics in your marketing list, there’s no rule that you can only have one active campaign. You can pitch an idea to Millennials but use a different story to connect to Baby Boomers — as long as your overall value proposition and mission statement are consistent.
Find the pain point
Once you’ve identified a narrow demographic, have a discussion with your team about where the pain points are so that you can find a story that will make an emotional connection. For example, Millennials are financially beset from all sides, struggling with traditionally higher housing and education payments, while wages have stagnated and competition for available jobs remains high.
Think about how your product or service fits into this picture in a positive but realistic way, and then create a compelling story that weaves this narrative into your sales pitch. Research into the buying process demonstrates that customers feel first and think later, so tapping into the pain points of your demographic helps you connect to potential customers on a more fundamental level.
Don’t be afraid to interview people in your target demographic to get real-life stories about the challenges they face and how your product or service might change the game for them. You can also use things like Google Forms to create questionnaires for smaller focus groups before finalizing your ad strategy to make sure you have your finger on the pulse of the issue.
Expert writing skills
The one thing that universally brings people together is “a good story.” There are some public figures for which an informal, guy-or-girl-next-door pitch is appropriate; it matches the overall tone set by comedians, YouTube personalities, and even local farm stands, for example. If this doesn’t describe your business, you’re going to need to top notch writing skills to keep people engaged. For one thing, people identify scamming and phishing emails often by the number of typos or confusing sentences they contain. As anyone with an overflowing email inbox will tell you, they are just looking for the first reason to hit the delete button — don’t let poor grammar be the reason.
Writers capable of producing quality content know how to address the “Five Ws” while crafting the ad copy; Who, What, Why, When, Where (and How). Including enough essential information in your email pitch gives people confidence to click into your ad without needing to search the web for additional information that might be missing.
To connect with customers emotionally and get them clicking on your content, you need a product or service that solves a problem. You’ll need to know what it means to walk a mile in their shoes, and weave together an expertly-crafted story that ties them both together.