It’s going to be so dramatic and so shocking that you will never look at any email message the same again. It will change your outlook on how you craft an email as well as how you view the ones that you receive.
And here’s a hint: It’s not a new trick, it’s actually one of the oldest methods in marketing.
Lately there’s been a surge in my inbox. The email messages are pouring in.
They aren’t junk mail.
They aren’t sales pitches either.
On the contrary, they are the best kind of emails – the kind you look forward to and actually enjoy reading.
And these emails are the best messages I could ever ask for. Because they are feedback messages from my beloved subscribers.
“Thanks I loved the message.” “Great piece of advice in this message.”
Yes, that’s just a couple.
Emotions, Feelings and Eliciting Clicks
The responses to these emails are nothing more than proof of a psychological theory put forth in the 1980’s by someone who was not even a marketer by profession. Robert Plutchik was a psychologist and college professor who intoroduced one of the most influential approaches for general emotional responses.
What marketers now use as the wheel of emotion is essentially, a color wheel with the 8 basic emotions and the responses they elicit.
The ones we are concerned with are the ones that elicit a feel-good response from our subscribers.
You’ve heard that consumers buy from people they know, like and what? Trust.
Trust is one of the feel-good emotions that our emails should elicit. It’s a highly valued, as well as highly vulnerable emotion. Trust can’t be forced or “sold.” In fact, there is not much you can do to make trust develop.
In the case of email messages, the idea is that with every message you send, trust builds and builds.
Joy is another emotion that triggers good feelings.
That’s why pictures of kitties and cute dogs tend to spread like wildfire. They elicit happiness. Seeing that cute dog with a perfectly descriptive caption will put a smile on anyone’s face.
When you read the introduction to this article, the last feel-good emotional trigger was at work. Each word and each sentence led to the next and the next, building up what? Anticipation!
The anticipation of discovering something shocking, something dramatic led you to read on to find out just what was going to change the way you think about emails.
Anticipation works and when you combine it with the other two feel-good emotions of joy and trust, then you have the ability to create an email message your subscribers can’t wait to open…
The Ultimate Message
Have you ever been watching a television show and just when you think you’ve figured out who or what did what to whom, they break for a commercial?
Perfect example of this is soap operas.
Soap opera’s are written and produced using this exact same method that will have your subscribers eagerly awaiting your next message.
The method is called the Cliffhanger.
The cliffhanger combines all the aspects of building trust, being joyful and creating anticipation into one super message that gently guides your email subscribers from one message to the next.
Cliffhanger messages can be structured in many ways, but one of the easiest to execute is a 7 day sequence of messages. Here’s how it works:
Think of each message as a scene. Your message is flowing along and then, just when you’re about to reveal the next tip or technique or method, you end it. Then you pop a P.S at the end with the big reveal in the next message.
What this does is lead your subscribers deeper and deeper into the plot.
With every message, the plot thickens.
Remember the show Dallas? Talk about the ultimate cliffhanger “Who shot J.R?”
It was the longest summer in the world, agonizing over that incredible cliffhanger…
This method can be applied to any series of messages. Traffic generation tips, weight loss tips, be a better public speaker tips.
Every tip tells a story, but they all lead up to the greatest story ever – the ultimate message.
By the way, did you know the longest running soap opera ran for 72 years – with over 15,000 episodes? (Guiding Light)
That’s the best of the best in cliffhangers.
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