Personal Brand Story and Email Copywriting,
with Reme Mancera and Louise Mcguill

 Welcome to Intersection Chats. Hello, I am Reme Mancera. I am a personal brand story strategist. Uh, I am here today with a special guest. We are going to talk about the intersection between personal brand story and email copywriting. Welcome. Hi. Thank you for having me, Reme. Lovely to be here. So I’m Louise.

I’m an email simplifier, a copywriter for emails, as you mentioned, and a strategist and um, trainer in those things as well. Thank you. Nice. So let’s go directly to the topic. How, in your experience, personal brand story and email copywriting interact to each other? Gosh, where do I start? So they’re so intertwined.

It is. It is what copywriting is when you’re talking about your brand. So your brand storytelling and email copywriting, you are wanting to stand out in that inbox. Inboxes are incredibly busy, busy places, and you as your brand, your business, you wanna be the one that people. Find and hunt out in that inbox, and your brand story is absolutely central to that because that is your unique indicator.

That is, nobody else can be that brand story. That’s why, that’s why I’m gonna just love this conversation so much, Remy, because it’s all about being you and giving yourself permission to be you and share with your audience in a way that’s going to to. To really kind of connect with them. So it’s brand story.

My opinion is it’s brand story, but not led from what’s interesting to you, but it’s led from the eyes of the reader within the inbox. Mm. Yeah. I love that you bring that because in, um, how I approach personal brand story is like whenever I am starting working with someone, we are defining, okay, who is your audience?

What is your offering? What do you want to highlight? And then let’s go to explore your journey and identify the moments that will highlight that. Um, I, I used a, I created a framework called the 10 Story Connectors. So it’s uh, it’s just a moment specific, a meaningful moment of your journey. And each of them is connected to some, a key factor of what you offer.

That way it’s really strategic is just, you know, which. Story you are sharing and why? So back to your point, I, I totally agree on how using your personal brand story, especially in emails, is a great way to build that trust and connection with your audience. And then at the same time highlighting what is.

Interesting in the sense of what is, what is important for them to know about your offer, about how you work, about your unique approach and all that. So I, I love how, how you have that approach as well of, okay, what is your story? And then think about what is the connection and how it can be relevant and resonate with your audience.

Yeah, exactly that because you know, no wants to be at a party, for example, talking to someone who’s just constantly talking about themselves at you the whole time. But it’s about finding those threads, finding those stories that I, that you can empathize with, that you can share. That you can find joy in together that are leading to a particular end point.

And you’re absolutely right. Starting same for me. Start with who your audience, why are they your audience? What are they about? Really digging deep into them because that’s going to give you, it gives you the solid foundations of everything to do with messaging that builds on top of it. Yeah, and as you say, like there, there could be more people.

I work a lot with service providers, so there could be more people offering similar services, similar offers. There are no one else with your same life path. So it’s something unique. Um, especially as personal brand as the face of your business. You, you want people to, to really, uh. Get clear on what makes you different.

So using your story is a great way to do that because it’s like what makes you unique is there, it’s easy for you because you know your own stories and you can, uh, practice how to tell that those stories. Again, the same with email, right? It’s something that you, it’s a practice. You, it’s a skill that you can get better.

Yeah, absolutely. It’s a real muscle, isn’t it? We have to practice it. And you, the, the art of writing in itself is something that needs to be, you know, worked out every day and practiced and, you know, and not, it doesn’t come easy to a lot of people or it’s not a natural thing. So it’s building that discipline within it to.

Get used to and become a natural, a natural flow really to your writing and also giving people the confidence to be able to do that because personal brand story, if you like, can feel like a really, really scary place for a lot of people, it, it’s almost like they feel like they have to tell their deepest secrets and everything here, there, and everywhere.

But you know, I’m sure with everything that you do, it’s not necessarily. That is not sharing things you don’t feel comfortable sharing. It’s, it’s finding that spider’s web of connections between you and your audience and that, like I said, that are gonna lead you to a place of working together eventually.

Yeah. And I always like to say that you don’t need an epic story. Um, yeah. Yes. The moments. That’s why I like to say meaningful moments because from outside without the context, they can look like little moments that maybe doesn’t make sense, but when you share the context, it’s like, oh, that makes sense. I have a client, for example, she’s a web designer, so sorry, and one of, one of her story connectors is her, um, drinking a glass of wine in her garden.

That doesn’t you, you hear that or read that? It’s like, okay, what is that about? And it’s about how she, in a season, she’s like working in the garden, getting everything ready, and then in the next one it’s just enjoying. And how that’s connected to her work is because. Her clients, she offer intensive service.

She get the work ready in a season and then their clients can enjoy the results in an easy way. So that’s how it’s connected. So for at the beginning, maybe it doesn’t look connected, but then when you see the context that okay, makes sense and it’s meaningful. So doesn’t need to be dramatic. Epic, huge. It is about the connection and how you can resonate and relate that to what you offer.

Exactly, and I’ve actually had a few conversations around this before where in some ways those big, you know, dramatic, I met so and so I, I I did this. They can be very far removed from actually what most people are experiencing so that that connection. Isn’t as strong as those very small, memorable moments, if you like, because you know, you want to be able to see your audience, need to be able to see themselves in those situations.

And if it’s too big a story too far removed, you’re almost alienating your audience. So yeah, I encourage my um. Clients to keep, keep a list of just general day-to-day things that are happening. But, um, it’d be interesting to get your take on this as well. I encourage to look at emotions, so have, have emotion buckets.

So what, what’s happened that’s made you really bloody frustrated? What’s, you know, what’s happened that’s given you so much energy that you’re jumping around, like those strong emotions and those. General stories that other people can relate to are so powerful to weave into your emails, your copywriting, whatever element it is.

Yeah. And yeah, I totally align with that because, uh, and especially when it’s a story that you don’t feel comfortable sharing the, the details because it’s something private that you want to keep your privacy. I invite people to think about, okay, what were the emotions that you have experience in that moment, and what are the lessons?

Because those two pillars are more important than the details. Of how, um, what were, what were the pre private details. And I use, usually use the same example about how if someone says that they have a relative with a health issue, and that makes then reconsider their priority in their business with that sentence.

I don’t need to say who is the, the relative of bank. What is the prob the health problem or, or the details. It’s just about, okay, anyone can relate to that moment where someone have that, someone that you love is, uh, in a bad hell and you are worry and, and everything change like the priorities. So again, going, connecting to the emotions more important than the specific details.

And then you can consider, okay. Maybe you are someone that are working around the diabetes, so makes sense for you to go and share a bit about, yeah, that person, the problem was related to diabetes and how that’s connected and so on. Otherwise, maybe it doesn’t need to be that way. And the more important part for me is that you are in control as a personal brand and you decide the level of detail.

And, and I want to know your, your thoughts on this because I, I. I tend to, to invite people to use different levels of, uh, sharing details and going more into, uh, depth and how, for example, if you go in, you can go in content creation, like let’s say social media and you share like over, uh, superficial. And then in the email you can get a bit closer because I feel that this like a more, not safe space, but, but uh, in general, like closer to the, to the audience so you have a more intimate relation.

And then maybe in the onboarding with clients you get a bit closer and share a bit details that this helping them to understand the, the, that the space that they can share their vulnerability as well. So how has been your experience in this level of details, uh, with stories of clients or, or your own?

Yeah, I absolutely love that. That’s exactly where I come from. Really. The email, the inbox, they are your VIPs. You know, that’s your inner circle. They’re the ones that get those extra pieces of secrets or sharing or insights first. So they’re the, they’re the ones that come first and like you say, social media.

Um, for example, are at the top, at the top of that funnel and we’re funneling down for that intimacy, which I really love that the way you’ve put that there, that intimacy within the inbox and Yeah, exactly that. Giving the detail and just bringing them further. I mean, you think about it, you are in someone’s inbox.

They could be anywhere reading that, that email from you. It’s like you are in their house with them. Yes, it’s the same for social media, but that’s only if you’ve popped up like for an, for an email. They’ve invited you in. They’ve purposely gone in and they’re like opening the letter. You know, when you get that letter through, they’re opening it up and they’re reading it there.

That’s a choice that they’ve made to come and see you and to be together. So you owe it to them to, to give that extra bit of humanity, that little bit of extra human touch, and to get a little bit closer to them together. Absolutely. So like within my own emails, for example. I share a lot of stories about family life.

I’ve got two small children, a lot of my audience do as well. The juggle of everything, you know, trying to keep things simple is a core, is a core thread. So some of the stories on socials are, like you say, fairly touch, like touch to do with those and then others within conversations within the inbox go into that, that daily detail.

As you know, those moments where you. Just wanna get out the door and your little one is scraping their feet along, sit and having a massive drop. And the emotions that I’m feeling, the emotions they’re feeling, and just in more detail within, um, within the words, within the inbox. Hmm. And I, I, you touched before and, and now back to this simplification, how to make it more, uh, like simpler for us and for our businesses.

I love that approach. I, this is one of my, I I, I tend to say to clients since I start my business as a va, for course creator, it was like simplify and focus as a way to, okay, let’s get as simple as possible. So it, it can be like. Um, the strand that you are putting in something is, is bigger. So I love that approach, but, um, something that I don’t want to pass is because you mentioned how people open your emails, and I feel like that’s like the, the first step because in social media you need them to see your posts, but then in the email box, in the inbox, they have.

I, I talk by myself. I have so many emails arriving and sometimes there are emails that I really want to, to read, but there is like priorities and I need to keep those newsletter for later and so on. So I feel like the, the first step is getting them to actually open the email and read the email. So how has been your experience using the subject lines and the storytelling there to actually make people go and open and read the whole, the whole thing?

So I would love to know your thoughts on that, because I feel like if they don’t open, then. It’s missing all their, you’re absolutely right. Sorry. Yeah, you’re absolutely right. That’s the first step. But in fact, it, I always say to my clients, it starts before that, so a lot of focus is put on the subject line, but I take my clients before that to, in fact, just the name and the email address itself.

Okay. So when that name is popping up, what is it? If you’ve got an email address that is info at or marketing at. Far less likely to be open than Reme at Louise at, you know, because it’s that human connection to a name number one. And then within that, if it’s Louise popping up or Reme popping up, is there a little extra tag, little extra tagline you can put onto it to remind them who you are and what you are about?

So mine. I’m in a point of transition. I was always the word tamer looking, particularly at words. So it’d be Louise McGuill, word tamer would pop up and, and I’ve changed it slightly recently to email simplifier to remind them that actually I’m there for them for those emails. So is that, that’s the first step.

So you, they’re reminded who you are and what you’re about, and then we come to the subject line and that’s, yeah, absolutely. That is the first step in the storytelling because, you know, there are a range of different things we can do with the subject line too. Grab the attention. Hold the attention, and create action.

That’s the three core things they need to do, so to grab the attention. But absolutely not in a way that is clickbaity and the rest of the email is not gonna be about, that is not what I’m about at all. If you’re gonna grab the attention, give them the rest of what it’s about in the email. Super, super important.

So the first thing we can do with our story is open a loop. So, you know, get, create that intrigue, create that interest. So that can be done with a question or a statement. Both of those things bring, bring in that audience and it’s trying to get your audience to think in their heads. Well, what was, what’s she, what’s she talking about?

Like those questions that self-talk happening in the audience’s mind has got your first buy-in because they, they’ve stopped and you’ve caught their attention. The pre-header is super powerful, so we’ve got the subject line and then the pre-header can continue to move them along that open loop or it can give them.

Something, I like to do something extra random that they go, well, how are those two things connected again, the brain’s going, what is she talking about? Like how does that even work together? I wanna know. So it’s all about building that, that intrigue and doesn’t a great story do that as well, you know, because it’s, you think of everything that you’ve read, the things that you are interested in, it stops you in your tracks and it makes you wanna ask questions and makes you that intrigue build.

So yeah, as you can tell, I’m very passionate about, about, about those elements within an email as well. And I love how you, you put it like it’s really clear. So thank you for that insight and, and something that you just mentioned as well is like reminding them who we are. I feel that’s super important because I, I tend to this because I, I was, uh, analyzing a lot of lunches and, and that, so I, I went through a lot of funnels, um, just to analyze the structure and how they do things and all that, and the strategy behind, and it’s like, okay, whenever I am getting emails, if I am not super familiar with the person.

I want some clues about who they are, and that’s also inside the email, maybe in the signature telling me something about who you are or maybe even adding a link to your website or to somewhere that I can remember. Um, who is the person behind? And this, because I am super visual. I is like, when they have a little picture of them or something I, that’s helped me, that’s helping me to, to remember, oh yeah, this person, I remember I maybe watch a workshop of of them or anything like that.

But this like, I dunno how, how that’s like, uh, working with the, for example, when you’re working with your clients, like how is the balance between. Understanding that they might have the context of who you are because they are reading all your emails and then working as well for those who are not so familiar.

So what will be like the balance between that in your opinion? Yes. There’s a couple things with that really. So you can, obviously, you can group and segment your audience to those who have just come into your world and those that have been in your world for quite some time, and you can do two different slants on your stories for, for those groups of people.

Um, at the very beginning with people that I’m working with. We tend not to look at segmentation just yet because that’s the kind of thing that can freak people out and gets, can get quite complex, et cetera. So we stick to one stream at the beginning and then move, move onto that. So it’s, it’s like anything really, it’s being conscious of who are those.

Dream people that you are talking to, what do they need to know and what have you got to to pull them in and help move them along that journey? So where I focus that my attention with that leading through the brand story is when they very first come into your world. So they’ve clicked a lead magnet, they’ve signed up to the freebie.

And it’s through this, I’ve got six part signature, um, nurture sequence that I take my clients through. And your brand story is interwoven in that with each email having a particular focus and purpose. So within those, you may have people that have signed up to four other different lead magnets before, so they’re very familiar with you, but it might be someone brand new coming into your world that’s clicked on that as well.

So yeah, the, the line is quite. Tight that you need to walk there within that email. But the one thing that I encourage my, um, clients to keep in mind is value. So what value are we giving? And I know that word is banded around a lot and it can mean lots of different things, but it’s so important. What value are we giving through this six part email sequence that’s looking at, have you put in.

Things that are gonna support them. So that could be additional resources, it could be insights, stories about you that they can empathize with about your clients that they can see and see themselves, themselves in. So all of those things are gonna pull people in, and when I say pull people in, I mean grab and hold their attention no matter what stage they’re at within.

Knowing you because you’ve got this six part sequence, which is slightly different in its storytelling to other of your other lead magnets. So it starts with one particular lead magnet and, and draws them along with you on this wonderful journey towards eventually working with you. It’s the start. It’s the welcome.

It’s the start of their journey with you there. Um. Some brand things, if you like, some brand story, things that you touched upon with, yes, you’re storytelling, but reminding them about you. Within those emails, it could be down to, you know, the key words that you use, the way you always sign off your email.

That familiarity, getting them within that initial sequence. If they already know you, they’re gonna be looking out for, I always end mine with, let’s do this ’cause we’re ready. Well let’s, let’s do this together, kind of thing. It al they always end with that and my regulars will know and they’ll expect that because they’ve got used to that.

My new people, I do that within their email, obviously, and then by the end of the six part sequence, they, they’re used to that. They’re looking forward to that, you know, they know that that’s me if I’m signing off like that. So it’s through the little words and your tone of voice that you’re using as well within the emails.

Yeah, I love that. And I love how some people are really good at creating this, um. Words and expression that they are using. And then you get familiar with that. And it’s like a, a universe of words that you are this ecosystem that when you are close to someone, you understand all those expressions and they are really good for creating that.

And even for, for. Like conveying the values and the, your approach in general, because of course you can use a different style of words and, and, um, it can convey different emotions and it’s like also something to think about. What are the emotions that you want to the people that get closer to you to feel when they’re getting closer to your brand and to your, uh, business.

And then thinking about how that will. Be aligned with how you make them feel after working with you or getting through your offers. Exactly that. And you know, a lot of the words that that I choose are gonna be very different to the ones my clients within my program are gonna be choosing. You know, for me, my audience, and again, it all comes back to having that full understanding of your audience, you know?

Yeah. Where I’m coming in, my audience are probably in a, you know, they’re in a bit of a state of flux. They wanna get started with newsletters. They might have been throwing some out here that, you know, it’s the last thing they wanna do, but they know they wanna do it to grow their business. So it’s all quite.

They’re probably feeling quite negative emotions now, me as a person, I’m a very positive person. My background in teaching is all about empowering and supporting and guiding. So I bring that in and, you know, I want them to leave that email feeling energized. I want ’em to leave their process with me feeling, yeah, I can do this.

Like, she’s bloody well there for me. Like, if I can’t do it on my own, I’m gonna do it with her, you know, and, and to bring that fresh energy. So they might be feeling low at this point. So through the words I’m choosing, I’m, I’m bringing them. To a point of more energy than they, than they had before, because that’s how they’re gonna feel once they have a simplified system in place.

You know, it all kind of links together. So it’s not that everybody needs to be this. Go getting out there person, because I equally love to just sit in silence in my own space and, you know, be my own person. Not a massive, massive extrovert, but I do have energy and I adore supporting other people in that manner.

Um, so that has to come through in my words, that, the words that I choose to use in my emails, so to get my clients to think about, okay, so who are they? Their brand story, what are they about? What’s their, what are their audience about and where they come together. You know, it’s so powerful. What, what used to help support people doing, because that can be really, really challenging for people to unpick their own brand story, to unpick what they bring.

I don’t know what you found with your, with your clients, but um, looking at yourself, anything where you’re looking at your own business or looking at yourself becomes. Instantly harder than looking at somebody else’s. You know, we’re all really, really, um, poor, if you like, at looking at our own things because I don’t know, the rules start to come up, don’t they?

What have you found with your, with your clients? Yes. This, something really interesting is how we overlook our own stories and things that are so natural to us that we don’t. Uh, tend to see as something worth of mentioning, and this is something that I invite my peoples, uh, my audience and the people that I work with, uh, to think about, okay, what is something that people highlight or, or they mention all the time to you?

Something that for you is just natural skill for that is valuable. And then the same with the stories. I have one client and she, that was an eye, super eye-opening moment for me because. She’s a copywriter for fashion brands and through the work together, I asked her about, okay, how, what is your first memory or when you were a child about fashion?

And I was thinking maybe she was making these little dresses for her dolls or something. And she surprised me and she said, yeah, I remember being under the swing table of my mom because she’s a tailor. My grandpa was a tailor. So she grow up. In a family of tailors. And I was like, you haven’t mentioned that in the questionnaire in this one hour.

We like one hour through the session. Excuse me. Uh, and he is like, you haven’t mentioned that? And he’s like, yeah, no, actually I haven’t never, uh, tell this story like in my content or anything. It’s like, and that was like super eye-opening because it was like tea. Has overlooked this as a part of her story.

She was thinking all the time about writing, um, everything that will support that part. And she overlooked this, this element that this like make her memorable and that made me think of, okay, how. How many people could be in this situation where they are overlooking certain aspects, as I you say, from every one of us.

I need help for someone else to help me my own story because I overlook my own things. Um, it is like, it’s always something to consider how. You can have an external point of view and can be someone helping you like to create the content or to create the emails or to work around the stories, but even something around.

Someone that disappear, share with them, talk to them and, and go through your journeys and help each other. Start there if you don’t have the capacity to, to do other stuff, but having conversation around your journey will have to, okay, what is interesting for them? What they pick, what pick their attention?

What is something that they’re asking more, more, um, about. So, okay. And if you have this natural skill that is like in, in. Testimonial is there. So, okay. Pick that one and think about other moment in your journey that maybe is not related to the work that you do. Maybe it’s a past work experience, totally unrelated.

Or maybe when you were studying something like that, for example, and think that another moment where you were using the skill that is natural to you and was valuable for someone else. You can bring that story to, as a bridge to talk about how the, that’s something that in your testimonials, people highlight.

So is a way for you to think about your own journey from outside, from an external point of view, and helping you to think about, okay, what moments to highlight that will help me to talk about the topics that are related to the benefits of what I do. Yeah, absolutely. And I think keeping notes around that is really important because like we said earlier, those moments can be quite small from the, from the, uh, kind of immediate, or they can be from, from the past.

So journaling them, jotting down, you know, I’m, I’m a note keeper, so I literally have notebooks every hour. I love the physical act of, um, writing them down and they stick and flow more, uh, like that. Anyway, so yeah, I, I. Big encourager for jotting down in the moments, and you know, because some days we’re more in tuned than others and just jump on those moments.

Put no pressure on yourself really for just jumping in those moments. When, when they, when they come up. I mean, it’s a few months back now, but I was, um, a local attraction with my little ones and we walk, we were in the woods. I love being outdoors, et cetera, et cetera. And I just had this like inspiration moment.

I just quickly got my phone out and I swear not, there were then 30 things that I just quickly jotted down that just came to me. I don’t know where from the trees. And it’s like, you know, and then I’ve got that to look back at and I can filter down and in. In my program, I talk a lot about taking that pressure off ourself to find that one.

Story to find that one thing straight away, because that isn’t gonna happen. It’s get everything out of everything that you’re considering thinking about. Just get it all down on a piece of paper and then. Move away, come back, we’ll look at it again. And you can start crossing out and you can start pulling into a yes pile and you know, take the pressure off.

That’s why we need to simplify this. You know, the golden ticket is not gonna be there immediately evident. So just filter through, get all those things out on the page. Yeah, I love that because it’s like, it’s not that, it is just one story and then on the top of that. You practice and you see the reaction of people maybe in the emails you see if they are getting back to you with specific stories more than others, and then also is how you are going to evolve your business is going to evolve.

So it’s not that one set in stone and is done is something that is going to evolve. So I love this idea of just having this, I call it like. A bank of ideas. You have that and you have in your phone, I use a, uh, an app that is in my phone and also in my computer. So it’s easy to reach out both. And then it is like, okay, just quickly make notes and then you go back to them and review and then, oh yeah, this makes sense to go deeper or not, or how this is connected to.

My offering or the things that I provide, the value that I provide to, to my clients, to my, uh, audience. So I, I think that’s a great idea. Great way. And I love, especially the idea of getting the pressure off, because I feel like, especially related to, I dunno your, your experience of this, but in my opinion, there is a lot of pressure around.

Using storytelling and being strategic and all that and feel can be, can feel like big and overwhelming. And I love the idea of getting pressure off the, i I love the approach of this can be something playful. You can play with the storytelling and as a muscle, work with this and, and get fun from it, and can be strategic and still have an, a bigger impact in your business, but doesn’t need to be from this serious and pressure place.

Yeah, exactly that. And that’s exactly my, my, uh, take if you like, on the inbox and getting people to, like you say, have that fun, enjoy that party. They’ve, you’ve invited them, they’ve joined, you know, you’re there to have a really good time. You don’t have to, you know, be, unless that’s your tone of voice.

You don’t need to be official, straight to the point, et cetera. But equally, it’s about finding your feet with it. Experiment, you know, the, what’s the best that could happen. You know, I always use, about a year ago I switched my, my terminology from what’s the worst that can happen to what’s the best that could happen?

Oh, and what’s the best that could happen by experimenting with different stories here, there and throughout the words that you’re using, throughout the emails that you are sending. And does it need to be a perfect story? No, it absolutely doesn’t. Does it have to lead a little bit? You can dabble, you can sprinkle them in and just.

My big thing is have fun and play. You know, emails are no different to any other form of content creation. Really. It’s about connection. It’s about empathy. It’s about fun and. Strategic thinking is about, okay, I’m gonna have this fund, but I’m keeping in my mind that end point like you just mentioned, where is this all leading them to?

So a lot of the time, I think you mentioned at the beginning, starting at that end point of what, what is it that I’ve got to offer? You know, I’ve got our foundations and then we’ve got what, what is it that I’ve got to offer that I know can help people that I know is gonna really support them in what they need?

And it’s about them coming together and then the journey is complete. Yeah, and absolutely agree with the, the idea of experiment because that’s like taking so much pressure off when you are just, okay, I’m testing out here. I will see how it goes. So no matter what. What you are getting information that can help you to decide, okay, I feel good about this.

I get response, uh, from them and, and then it’s like, okay, this, uh, working, I want to play more in this area, in this direction, or no, I don’t feel like that. I will. Change my, my direction, so, absolutely. Um, something that I don’t want to, to miss the opportunity to ask you about is how you can, what is your, your experience and your, your, uh, advice for your clients?

And so about using storytelling for the engagement, for getting people to actually reply to you or, or do the thing that you are, uh, willing to willing them to do. Yeah. So thinking about within, within the writing really again, what is in of interest to your audience? Start from audience focus, so audience, eyes, the kind of the first thing that we put on.

So where are they at? What position are they in right now? And as for then, the storytelling elements, it’s about the hook, the journey. And then the bridge. So the three core elements to an email, and then what is that goal of your email? What are you actually bridging them to? So if, if it’s a reply that you’re asking for, be very specific.

So it may be that you’ve told a story, um, or touched upon a story within your, your email, and then you’re inviting them to share. But instead of saying, for example. Hit reply with any questions that you’ve got. Very unlikely to to get reply because people go into overload. They dunno what question to ask, and it’s, it’s just too open.

So instead of that about thinking, well, here’s the story that I’ve told. Um, give me one thing, gimme one example when X, Y, Z, that links to your story. Mm. So you’ve been really specific. That’s more likely to get a reply. And in the subject lines. So going back to the subject line itself, you could be as bold to say, you know, one minute, one question and, and then, you know, they’re opening it, thinking.

Okay, I need to give one minute. Is it me asking a question or is it me answering? You know, so you’ve already preempted that there’s gonna be a question for them to answer, or it could be, uh, reply with one words, you know? So you’re being very specific from the very beginning and your story is linked directly to what you want.

The reply, you know, what is it you are looking for? So if I’m looking for, um. Like understanding where they’re at right now, for example, whether they’ve not started or whether they have started with their emails. I might have started with my brand story for when I didn’t have any emails on the go, you know, when I was a teacher, et cetera, et cetera.

And it was all a scary world and, and, and pull and through like that, and then that one direct call to action at the end. Knowing the goal of your, your email itself is so, so important to, to get that action to happen. And then goes for a click, you know, if you’re wanting them to click on, to click on something.

In fact, an email I sent this week, it had, um, I had a document in there which, um, I wanted people to have a look at. It was an, an email that I sent way back at the beginning of my career when I was freelancing. And I was, uh, wanted to get the attention of a company. It was a cold email really. In, in essence, I’d heard they were.

They were looking for people and I wanted to stand out in the inbox. So this week I told that story ’cause it’s all around standing out. And also that that pressure we put on ourselves. So I told my story within it and I said, if you wanna take a peek. Here it is. Here’s the actual email that I sent.

Here’s the Google copy of it, you know, and pointed people to it. And um, yeah, that got a lot, that got a lot of clicks because I was clear with what I wanted to happen within that email. Why did I want them to look at a cold email that I sent, like, I don’t know, four or three years ago or something.

Because actually it showcases fun what you can do in an email stepping up and what, what’s the best that could happen. You know, I took a punt and it paid off. So I wanted them to see that they too, ’cause they’re in that position. That could happen for them too. Hmm. Love that. Um, yeah, and I think something that you mentioned, it’s like something key is like being strategic is like being intentional.

You know, what is the action that they want to take? So you have, uh, you create that email, having that in mind and focusing on. Again, simplifying everything and focusing on something specific will help you to, to go and actually get the results. So love that approach as well. Okay, so to wrap up, I would like to ask you if you have any message or take away that we haven’t touched, but is something that you would like for our audience to listen to.

Yeah, I think just, you know, with your brand story, we have kind of touched upon it a little bit, but um, just. Don’t overthink it. Have fun with it. Have fun with it, and, and play it. You know, life is for living and playing and words are a wonderful part of that. And what you’ve already lived and what you are living now is central to all of that.

You know, connect. Don’t look for that big, big story, that one thing. There are many of those magical moments sprinkled, sprinkled around. So yeah, jump in and have fun. Love that, and it’s just, uh, sharing how we as a person. Each of us, we have so many different, uh, facets and, and it’s like sharing parts of your stories, helping people to see like how you are a multifaceted person and how they can connect with some, uh, part of you or the other, and showing what is your personality, what is important to you, why you work around certain, uh, uh, specialization, why you are.

Interested in working with a certain group of people. All of that you can use your stories to, to highlight that and to build bridge bridges to, to build that trust and that genuine connection. So use it because it’s a powerful asset that you have there for your business. Absolutely. Absolutely. Okay, so this part is just asking you for one or a couple of words to summarize the connection between personal, brand story, anime, copywriting.

Sure. One word. Gosh, that’s, that’s the pressure, isn’t it? Or two, three. Two, that’s right. Yeah. Absolute. Um. Empathy. Empathy is is a core, core connection. You know, empathy. I’m gonna go three. Empathy, audience, and joy. Those are my three. Empathy, audience, and joy. Love that for me, I would say strategic intimacy, like you have this inner circle that you mentioned.

I love that, that idea of, uh, thinking about your email audience as an inner circle where you get a bit closer to them and share your stories there. So I will go with that. So thank you so much. This has been a blast and I hope the people will get some ideas and things to, to. Use it in their own emails.

And if they want to get and learn more about what you do, uh, we have the links in the description. Just, uh, feel free to reach out to any of us. Uh, so saying if you have any question about the story connectors or, or anything like that, feel free to reach out. And also if you have some comments around what we just.

Uh, well, Sherry, maybe you have a different approach. I would love to hear from, from people if they have something else to add to what we were talking about. So thank you so much Louise, for, for this. This has been, uh, an excited conversation. Thank you for accepting this invitation. Thank you so much. It is been a great insight and yeah, wonderful conversation.

Thank you, Reme. Okay, see you soon. Bye.