A Lesson from StoryBrand by Donald Miller

Hey ,

Welcome back to The Intelligent Marketer, where over 12,260 growth-minded founders, agency owners, and marketers go to learn modern marketing strategies.

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Today, I want to look at one of the reasons email marketing and newsletters are so important for your business.

That reason can be summed up in one word: story.

People are wired for stories. All of us have a story that we think we’re living.

Do you remember when you were a kid and would pretend to be someone else? A character from a movie or a firefighter or whatever?

You were inserting yourself into a story you’d heard somewhere else. Sure, you came up with the details but the basic story (for example, firefighter saves child from burning building) wasn’t original to you.

Even as adults, we tell ourselves a story about who we are, who we want to be, and where we’re going.

And, more importantly, we make a lot of our decisions based on that story.

Even my own journey from 9-5 to online entrepreneur is an example of me working to live out the story I wanted to instead of the one someone else wrote for me.

But both as kids and now as adults, we see ourselves as the hero of the story.

Here’s the thing you have to remember: your business isn’t the hero of the story.

Your business is the guide to the hero of the story.

See, every customer or client sees themselves as the hero; if you stage yourself as the hero, you’re telling a story that conflicts with theirs.

Translation: No bueno.

Think of your product, service, or coaching program as the Dumbledore, the Yoda, or the Alfred.

You’re not the star of the show, at least in your customer’s eyes.

But you should stage yourself as the essential thing they need to become the star, to achieve the heights of their potential.

You want to make sure they know that, without you, they might not succeed on their heroic journey.

That’s why email is essential for your business. Email allows you to tell potential customers and clients a story.

More importantly, it allows you to tell a story with them as the hero.

Through email, you can show them the many ways you can help them succeed in their mission.

So when you’re planning your social media content, your long-form newsletter, or your email campaign, remember that you’re telling a story.

And remember that the hero needs your help to succeed.

Thanks for reading!

Thanks for reading!
Eric

P.S.

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