This is a guest post by Duane Zingale. Duane geeks out on crafting relationship-based marketing ecosystems with his LISTEN Framework™. He believes that when you leave your digital footprint today, you start leaving your legacy for tomorrow. Duane is also the host of the “Marketing Your Movement™ Show“ which helps personal brands such as coaches & consultants lead a transformational community and earn a return on their influence.
Recently, I watched the movie Wonder starring Julia Roberts and Owen Wilson and man, does it get you all in the feels. But it especially hits home for me because Auggie, the main character has the same craniofacial birth syndrome that my younger daughter and I have.
Growing up looking different from everyone else, dealing with punks teasing me and trying so hard to make friends . . . it wasn’t always easy.
But when I watched this movie, I felt so SEEN and HEARD and UNDERSTOOD. The storytelling and narration by the character Auggie empathized with my childhood struggles… and the fear’s i have as a father with a wonderfully different child.
The movie had nothing to do with sales – However, I had this random thought…
… Because i was feeling so connected with Auggie when the movie was over
“I could buy into anythingAuggie had to sell.”
“Auggie, you get me! You understand the struggle”
What if marketing felt more like that? A deeper, more empathetic connection, rather than a hard sell hit over the head.
I felt a deep connection with the story. And that right there is the key to creating an email marketing campaign. One that feels like it LISTENS to the conversations going on in your head! Speaking to the dreams, drains, and doubts of your audience.
By leveraging the LISTEN email sequence you can get your people marketing your movement through community engagement.
And this community aspect will become as valuable as a Jedi knight’s lightsaber, because your tribe wants to help create your next program and advocate for you.
What Makes the LISTEN Framework Different
So many times I open my email and BAM! there it is; the one-two punch coming right for me. “Buy my new course!” . . . followed by all the platitudes about how unique and amazing this offer is. Yawn.
There is a better way. Don’t go big . . . go to their hearts.
My framework, the LISTEN launch, is a narrative that creates context and an encounter with the ultimate goal of fostering a community.
Instead of knowing what’s best like all the other bro’s . . . you frame everything by reaching out and touching people’s deep felt needs, desires, pains, and problems.
In other words, you DO know what’s best, but you’re communicating that through the power of story, instead of with boastful sales jargon.
How the LISTEN Launch Builds Your Tribe
The LISTEN launch is the perfect email sequence to validate a new idea…
… with 6 basic emails that touch the audience with authenticity.
If you don’t have an email list, No Problem! You have contacts in your phone your social media apps etc. the first email in the series is the perfect for starting your list!
Email #1 LOCATE: This is to seek out your people. The approach can be used with an email list you already have, a social media following, or even direct outreach. You want to get someone to internally raise their hand … feeling “Yes this is me!”
In the content, acknowledge that your audience may or may not be interested. You’re seeking permission to communicate. Ask if they’d be interested in hearing more.
Email #2 INVITE: Here is where you can introduce a free resource, and where you ask your interested audience to join you on a shared journey.
The goal of this email is to create context with your story and start framing your narrative with something you’ve learned.
Email #3 SURVEY: Now that you’ve provided a free resource, you can ask questions to encourage engagement. “What do you think? What’s your biggest challenge when it comes to (insert commonality here)?” The goal of this email is to seek a reply.
Insider Tip: The purpose of these first three emails is to give your people permission to engage. No sales here! You’re offering free content as a preamble of what you’re ultimately going to sell.
Email #4 TEACH: This draws lessons from Jeff Walkers ‘Product Launch Formula’. In this email you will frame your message within the context from that you’ve learned.
Pro TIP: This can be communicated through three emails (remember, there are no 10 Commandments of Email Sequences . . . you can decide how many of these will get your story across).
This is where you share your BIG AHA! How did you discover your process? In this email share the process, and the opportunity for transformation to occur!
Any following emails only go out to those who have opened, engaged with, or clicked your previous messages, because these are the folks who have demonstrated their commitment to your process.
Email #5 EMPOWER: In this email you will empower them to take that next step forward with you and your offer. Share objection busting stories.
Reframing the buying experience is one of the most integral elements in this campaign…
… You’re reframing their belief’s about where they are and where they could be. You’re requesting a commitment to invest in themselves, their business, or their relationships.
Email #6 NURTURE: The icing on the cake! This email is where you foster the sense of community you’ve worked so hard to build, and it only goes out to those who have clicked on that free resource or who have replied back. Focus heavily on testimonials here. This list, my friend, is your devoted tribe.
This the reader should feel like they can borrow your belief in who they can become. Create a vision for their future self!
And by the end of all this genuine engagement, you should have an audience who stands behind your product not just because of a shared experience, but because of a trusted connection.
Just like me and Auggie.
Download the LISTEN Launch Email Swipe and start using your STORY to get to the HEART of your audience.