In the last few emails, I laid the ground work for your success in marketing.
First, the focus was on knowing your market and audience. This is essential if you want to connect with people so they learn to know, like and trust you.
Second, I told you about the one question most gurus never answer about marketing, How to add value. Value is built on the knowledge you gained with your market research. With these two ingredients at hand, now it’s time to learn to put them together in a way that makes sense to your readers.
These are also the first two chapters of my book, Kill Cold Calls.
Now, let’s take a look at the third chapter.
In it, I describe the five parts of a story, email or blog post that are necessary in order to get people to take action.
Collectively, I call these five parts the “Pattern.” Patterns are important to your audience because they help them recognize that what you have to say is important and that they need to read it to the end.
That’s why so many books, movies and shows are all based on familiar story lines. Once you recognize the pattern, you’ll instantly (and subconsciously) know whether this story is for you. And if it is, you will pay much closer attention and get emotionally involved. Once this happens, you can’t put it down.
That’s the power of stories and patterns.
My story pattern has five essential parts:
- The Sell
They work together in order to get the reader to the end of the story and to encourage them to take action because it is in their best interest.
- The Headline grabs their attention and gets them to open the article.
- The Opening “sinks the hook” and holds their interest so they continue to read.
- The Story delivers the lesson that you want to impart with emotional impact.
- The Sell takes the lesson from the story and projects that onto you or your business so your reader is compelled to take action.
- The Closing reinforces the Call to Action and leaves your readers wanting more.
Once you understand the whole pattern, it’s easier to put it together in a way that works. The most important part of the patter is the headline.
Without an effective headline, no one will read your content, let alone take action.
You remember the 80/20 rule right?
The headline is the 20% of your story that carries 80% of the power.
In the next email, we’ll dive a little deeper into the headline.
If you can’t wait and need to know now, then pick up a copy of my book from Amazon at the link below: