I stand there beside you, arms folded, and whistle.
“Let me guess … the dragon just ate up the storyselling guy?”
“Yes! I saw it happen!”
“Typical,” I say, rolling my eyes. “Despite their claims, those storyselling gurus never have any IMAGINATION. I don’t know why, but the websites of ‘storytelling gurus’ are always the most boring things I’ve ever seen in my life.”
Seeing me, the dragon lets out a snarl.
“Please tell me you have some way out of this?” you say.
And with that remark … I pull out my Email Copywriting Compendium shotgun.
“That is NOT big enough to take down that dragon!” you scream.
I shrug and cry:
“Let me tell you three rules
*I* have about storytelling!”
I raise my shotgun to my shoulder.
“One, copywriters should know when not to tell a story, and when to just get to the point!”
The dragon flaps its wings and lets out a fierce roar.
“Two, understand there’s a different kind of storytelling for each genre — novels, campfires, dinner conversations, sales pages, emails — and NONE of them are the same!”
I cock my gun.
I pause for a moment, sighting the dragon.
It opens its mouth, ready to breathe an enormous fireball.
“Three?” you shout. “What’s three?!?”
I grin wickedly.
“You can always make a story better … with a bigger gun.”
You’re nearly knocked off your feet by a chain of rapid, ENORMOUS explosions behind you.
You spin around…
…and see Tom Burns there, with a colossal mounted machine gun!
I toss my Compendium shotgun to the ground … raise my arms in the air … throw back my head … and let out a mad cackle.
“BAHAHAHAHAHA! Allow me to introduce you to my big gun of storytelling…
The dragon’s hide is as strong as steel…
…but it’s no match for the size of the shells coming from my Email Storyteller cannon.
In a matter of seconds, it’s ripped entirely to shreds.
A few scales and claws clatter to the ground.
Less than ten seconds after it started … the gun spins down.
(Your ears are still ringing, though, so let’s get rid of our quote marks and I’ll just narrate this next part for you.)
Real talk, though:
The single biggest mistake people make with “storytelling” is assuming that storytelling is the same across genres.
You will have noticed, for instance, that the way I tell these stories in the linker pages of my Parallel Welcome Sequence is NOT how I tell them in my emails.
For starters, I almost NEVER end a traditional “story arc” in an email … for good reason.
That’s because email storytelling is its OWN beast.
And if you try and bring other kinds of storytelling into your emails, they will not be good SALES emails.
I do not claim to be an expert storyteller at 99% of the storytelling formats out there.
But I am quite confident in saying that I’m easily one of the best email storytellers in the world.
I doubt you will find any truly informed copywriters who would genuinely challenge me on that, either.
Email Storyteller is my entire framework for how I do it.
There’s just one problem:
This course does not yet exist.
It’s on my to-do list for 2022.
And it is (for good reason) probably the most-anticipated thing I’ve ever done.
But sadly, for now, the closest you will get is my Email Copywriting Compendium, which contains many of my ideas in a slightly more condensed form.
It may not have you slaying dragons in seconds … but it’ll sure give your storytelling a welcome boost.
You can check it out here…
Then check your inbox for your next email…