Building a brand is about more than listing the features and benefits of your products or services. To truly engage your prospects and make them customers you need to be able to attract and hold their interest. Doing this is no simple task, but the following tips can help you create a story that resonates with consumers and enhances your bulk email marketing when it comes to brand building.
Focus on the Pain (Point)
The pain point is the need that your prospects have for your products or services. However, the pain point by itself is not enough to turn them into customers. This is where your storytelling abilities come to the fore, as creating a narrative that connects your products or services with relief from the pain is necessary to drive sales.
The important thing to realize is that the focus should be on the prospect’s unfulfilled need and how that can be solved, not just on your product. For example, if your company offers data backup services, in addition to discussing your product you would also want to talk about the many difficulties caused by losing one’s data, rather than just talking about how your product helps prevent data loss.
Dramatize the Scenario
The problems people encounter in movies, in essence, aren’t all that different from problems we face in real life: overbearing bosses, romance gone wrong, feeling left out, attack by interstellar aliens (ok, that one is quite different). The point is that it’s the larger-than-life action and characters in movies that really sets them apart from real life, not necessarily the underlying motivations. You can use this insight to help your storytelling by using some of the same techniques for your email blasting campaigns.
Your prospect’s pain point should be dramatized as the villain (in whatever form), while your company’s problem-solving product is the hero. This allows you to use some of the storytelling techniques that we see in the movies to make your point to potential consumers in your brand marketing efforts.
Tie it all Together
Once you have your cast of characters: villain (pain point), and hero (your company’s product), you can tie it all together in a narrative that resonates with your audience. The narrative structure seen in most movies can be effective here. Introduce the problem (pain point, villain) dramatically, then show us the hero (your product), which leads to the climax of the drama (the hero vanquishing the villain). Using these techniques can help solidify your brand’s image in the minds of your audience, thereby giving a boost to your mass e-mailing efforts.