I came across a video presentation this morning from Trey Parker that gave some really helpful advice for storytelling:
We can take these beats, which are basically the beats of your outline, and if the words “and then” belong between those beats…
… you’re fucked. Basically. You’ve got something pretty boring.
What should happen between every beat that you’ve written down is either the word “therefore”, or “but”.
This is a trick Trey uses when he gets stuck in the writing room for their weekly script, but it applies just as well to story-driven emails.
If you’re reading the email you just wrote and it seems to fall flat, look between your “beats”.
A story beat is just a moment or event that moves your story forward.
If the words “and then” belong in between those beats… it means your story is just a collection of anecdotes.
“Therefore” and “but” add causality to your story.
“I went to the grocery store, but I forgot my wallet at home. Therefore I was stuck at the cash register looking ridiculous and unable to pay.”
The words “therefore” and “but” are also great ways to make a segue to your offer.
You can use “therefore” to prove your offer makes sense…
… and you can use “but” to present your offer as a solution to the story’s conflict.
Whether you love or despise South Park, this ought to help you improve those emails.
PS: When you’re ready, here are two ways I can help you:
Get hands-on coaching to learn how to write your emails in my $9 membership (HINT – use code Joinfor1 at checkout to get your first month for JUST $1)
Want someone to just strategize AND write all those emails FOR you? Get on my calendar and we can chat about it!