The Art Of Storytelling

by John McIntyre

The Art Of StorytellingMarketing is so simple…

You connect a person with a pain point to a product that solves the issue.

In a way, you’re problem solving.

You find problems, and you offer to fix them.

As simple as that, right?


At the same time, marketing can be so complicated.

People get caught up with – rather pointless – questions like:

  • What time of day should I send my emails?
  • What copywriting style should I use to structure my emails?
  • How do I get maximum opens?

Now, to a big-time Fortune 500 business with hundreds of thousands of subscribers… these seemingly little questions are actually valid and important. (Because they can split-test day and night, and get back statistically significant results.)


If you’re a freelancer, small business owner, or consultant… there are BIGGER more important issues to worry about.

For you:

Nothing will be more valuable (and help boost your email profits) more than learning the fundamentals… learning the system, the psychology, and the strategy behind it all.

And that’s where the art of storytelling comes into play…

Master storytelling and you will massively boost your email marketing prowess…

Instead of split-testing a bunch of email marketing minutiae, learn how the professionals drive results:

The Art Of Storytelling

So how do you tell stories through email that really connect with readers?

You devise emails that do just that: connect with readers.

On an emotional level. On a rational level. On every level.

Remember how I said that your customers are the best copywriters for your product…

Well that’s similar to today’s lesson:

Step 1) Think about your product. Think about the problems you solve. No not the top-level physical problem, the pain point. The emotional needs that your product solves. For example, sports cars can be sold for a variety of reasons including: a status symbol or for the exhilaration and adrenaline rush of a high-performance motor. See how the same product can be positioned in two polar opposite ways?

Step 2) Try to come up with real stories from your past where you felt the same emotions (whether bad or good) that your prospect feels. Obviously, the emotions should relate to the problem your product solves… or the emotions your prospect will feel after buying your product. Write a bunch of them down. Think of these as the “meat” of your emails.

Step 3) Now you need to relate these stories back to your product. (i.e. “I remember the look in my neighbor’s eyes as I drove home for the first time in my shiny new Porsche. Surprise…. with just a hint of jealousy. I felt like the king of the world — and you can too — for just $50k. Just choose the options you want, and you can sit in your own 350 horsepower throne in under a month.”)

That’s a cheesy example, but you get point.

Effective email marketing is making a connection with your prospects on an almost-subliminal level… (Click To Tweet)

People make emotional decisions, not rational ones.

And storytelling is one of the best ways to educate, entice, and motivate your readers to take action.

Can you think of a time when you watched a movie and connected with the story so much that it caused you to remember – in intense detail – a similar event in your own life?

That’s the power of storytelling.

3 thoughts on “The Art Of Storytelling”

  1. Hey John,

    Really appreciate that article.

    Being a copywriter myself, I know how important storytelling is. However I have a quick question about writing story-based emails for clients..

    Coming up with stories in your own life to adapt to your own business is fine, but what about when you’re writing an autoresponder for a client? That would be more tricky as it wouldn’t really feel right coming up with stories from your own life to adapt to their business.

    How do you go about writing story-based emails for clients?


    • Hey KS –

      It sounds difficult, but it’s actually really easy. The stories don’t have to be true.. in fact, they don’t even have to be stories. You can tell stories about famous people, productivity hacks, stories that your avatar might resonate with… the main thing is to say something interesting, which COULD be a traditional story, or it COULD just be an anecdote about how Einstein said that compound interest is the most powerful force in the universe, then using that “hook” to make a pitch for your product.


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