Recently, I’ve been watching Batman: The Dark Knight.
Why?
Because it’s such a fascinating psychological movie. And, because I’ve been getting a crap ton of email ideas from watching (over and over — I’m compulsive like that) it for the various markets I sell in. Anyway, I’ve been making a list of email ideas just from the Joker’s dialogue. One of the more valuable ones is how he tells multiple stories about his origin, depending on who he’s talking to.
They all begin the same:
“Want to know how I got these scars?”
And then he goes into some loco story about how he got his “smile” (his cheeks each are sliced down to the sides of his mouth, showing a scarred “smile”).
Each story is extreme.
Brutally detailed.
And, completely fascinating.
Which brings me to my point, Batman:
If you want to write emails that people love to read and buy from, write stories that are crazy and extreme. I’m not saying to lie. I’m just saying, the more “heaven and hell” the story is… the more painful, humiliating, inspirational, triumphant, etc… the more readable your emails will be, the more likely people will click on your links, and, yes, the more they’ll be “prepped” to buy what you’re selling.
To paraphrase the Joker:
Whatever doesn’t kill your emails only makes them… stranger.
A lesson I learned the hard way, in fact.
True story:
Last week I had the privilege of having an ad I’m working on get jabbed, stabbed, shot, and tied inside a room full of oil drums rigged to explode by one of my favorite “A List” copywriters David Deutsch.
Turns out I was playing it WAY too safe in the headline.
I needed to get crazier.
I needed to (as he said):
“Go hardcore Ben Settle” in the headline.
And, you know what?
It’s the same with your emails.
Go crazy in your subject lines.
In your offers.
And, yes, in your stories.
Don’t SPURN me on this.
Do it.
Do. it.
If you want some story-telling guidance, then I got good news: The January “Email Players” issue is all about storytelling.
Specifically, 7 ways to write stories that have impact.
That can’t be forgotten.
And, are compulsively readable.
(And profitable.)
Subscribe here:
Ben Settle
