I almost unsubscribed… but this one creator makes sales emails worth reading
I’ve been on his email list for a while now.
And I can just admire his audacity for selling his online courses without getting into trouble with his email recipients (or the law?)
Because the truth is, he is getting away with dropping an offer between drug confessions.
Kieran Drew’s secret?
He tells a story—every single time.
Let’s have a close look at Story-Driven emails
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Framework #23: Story-Driven emails
This framework is as elegant and simple as it sounds:
Entertain with a story, get paid for it.
What kind of stories?
Anything. Everything.
But using simple, storytelling frameworks (more examples below).
Step 1: Build a solid email list giving away an insane amount of value.
Before he could reap the benefits of his efforts, Kieran gave away his knowledge for free (his emails? could have been a course. And he is STILL launching free email courses even after making 1M+ writing online)
Step 2: Treat your email as a relationship builder
not an opportunity to squeeze out every last good faith of your subscribers 🤦🏼♀️
Start an email with an offer, and it may land you directly in spam.
But stories? We love to be entertained.
Why story-driven emails work, according to Kieran:
Memorability: capitalizing on his experience, he avoids saying the same things that everyone else is preaching. The one truly unique, authentic (insert hype word) thing? Your own experience.
Connection: Every writer/creator is faced with skepticism, unless there is something in their content that cultivates trust. And we are much more likely to take advice from people we trust than any other expert in the field (never mind the years of experience). Consumers are ruthless.
Example openers
(I know you have been waiting for this 😏)
Exhibit A
“Perhaps I could buy some of your time?”
I can’t believe my eyes.
It was Tuesday afternoon, summer 2023.
I was screwing around on Twitter when a message landed in my inbox.
Don’t: say what you are feeling = I was shocked
Do: Substitute the emotion for a more descriptive element = ‘I can’t believe my eyes’
Exhibit B
I was close to giving up.
But that morning, I woke up a message from my girlfriend:
“Have you checked your Twitter?”
Don’t: share milestones without context = My post reached millions of impressions
Do: Describe the exact moment you find out about an important milestone.
Exhibit C
“Ding!”
I’m strolling along Leeds canal. I shouldn’t check my phone, but I whip it out anyway.
It’s May 2022, and I’ve just signed my first high-ticket client.
I open my emails.
There it is.
$500.
Don’t: Brag. My first high-ticket client landed me X
Do: experiment with storytelling elements: time, location, action.
PS. Obviously, Kieran also deals with unsubscribes. But the way he puts it: “Those who remain are your fans.”
Fangirling over here, bye.
PSS. Are you writing stories in your emails? Would love to hear more! (and maybe feature you?) Just reply to this email ✉️
More Resources
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Keep up the audacity,
Laura
