Writers Block And How To Avoid It

As humans, we are wired to love storytelling.

We were talking last week about writer’s block, and how to avoid it. After all, you’ll rarely sell anything if you rarely email your list!

One of the tools in your armoury is storytelling…


We intuitively know that stories work. We tell and consume stories all day long. But where should you tell stories in your marketing?

Most markets can be divided into a ‘buyers’ market’ and a ‘waiting market’. The buyer’s market is people who are actively researching options. They have the problem, the awareness of the problem, and the money to solve it.

The ‘waiting market’ is people who are a good match for your services, but aren’t ready to buy right now. Maybe they don’t currently have the cash. Maybe the immediacy isn’t quite there. But they might be ready to buy one day IF you can stay in contact with them.

In most industries, the waiting market is significantly bigger than the buyer’s market. There are some exceptions: a locksmith for instance is entirely a buyer’s market. But the higher the price point of your offer, the larger the waiting market will be.

It is the waiting market that needs to hear your story.

Your story allows them to see the real you. Your story should illuminate the values that drive your business. By telling your story you attract people who share those values.

You can only tell your story once you have someone’s attention. People won’t generally opt-in to your list to hear your story. They need to opt-in for something else – most likely a lead magnet that quickly solves a part of their problem.

Once they’ve opted in and consumed the lead magnet is where you start telling your story. Mapped on the Keap campaign canvas, the process might look like this:

storytelling keap

The prospect opts in on the left for a giveaway or something of immediate value. Once they’ve consumed that thing, you then have a slice of their attention to tell your story.

At the end of your ‘story sequence,’ you place another offer. Here you are testing the water and asking: has anyone moved from the waiting market to the buyer’s market? Was a lack of trust preventing them from buying?

As Humans We Love Storytelling

In creating your story sequence I’d suggest writing between 7 and 15 emails. Write about the top 5 to 7 turning points in your life that have led you to where you are today. You might write two or three emails about one event, creating a mini soap opera sequence.

You’re not telling your story to indulge yourself in narcissistic pleasure. You’re telling your story to build trust with people in your waiting market.

People will see their struggles reflected in yours.

People will relate to the challenges you faced.

Perhaps most importantly, people will see you as a real, fallible human. Somebody who is honest and authentic.

We all want to work with honest and authentic suppliers, right? Need help with your storytelling?

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