Remember when you were in school and had to write a story for class?
You were taught a system that worked all the way through school. You’d do an outline first, then start with the introduction, add your roman numerals to chapters all the way through to the end of the story, and the conclusion.
Lots of industries have systems like this. Take comedy for example. A good comedian has a system in place to tell their stories.
They start with an introduction and include 3 or 4 things that become bits throughout the rest of their set.
Even if it’s just a 10-15-minute set, their outline gives them (and you) points of interest to stop at along the way before they tie everything together.
The intro sets up the first meeting between you and the comedian. It’s a way for them to set the scene and gives you a way to get familiar with them. The 3 or 4 ‘things’ they emphasize are the signposts you sub-consciously know to look out for later.
Nothing is random, nothing is left to chance. Even though they act as if it’s an impromptu conversation, a lot of hard work goes into making it look like a casual story is being told. And, part of what makes it seem so casual and impromptu is because every bit plays off the last. It’s all very orchestrated.
The same thing goes when you use an email with your would-be clients or customers.
There’s always an introduction period where potential clients get to know you. There’s the journey, the story, when we tell them about different aspects of your business and how it’s helped people, or what happens as you walk them through the experience. Then we wrap things up once we’re done with the next step.
There’s always an introduction period where potential clients get to know you.
It’s still an outline, but instead of using introductions and roman numerals, I use the before, during, and after unit model.
When you figure out ahead of time and orchestrate your ‘routine’, you’ll know the signposts to set up in your email, and they’ll know when to laugh because you laid it out for them.
It all feels very natural. It’s relaxed and enjoyable. There’s no pressure, and it feels like friends talking to friends.
If you’re able to follow a system and orchestrate the moves your clients will go through, you can predict what will happen next, and you’ll always be one step ahead because you’re the one who wrote the punchline