Storytelling Emails that Sell Like Crazy

Building Bridges with Storytelling Emails that Sell Like CrazyLauren Hazel is an email copywriter who uses storytelling to sell.

Lauren understood the power of storytelling long before she became an email copywriter and marketer. She used to own an online tutoring business where she taught middle school and high school math to students (many of her students had learning disabilities) all over the world.

At the time, kids were reading popular YA (Young Adult) novels like The Hunger Games. Lauren read those books and (with the author’s permission) connected the stories to her math lessons.

For example, in The Hunger Games, the main character, Katniss, is put into situations where she is facing a whole bunch of “unknowns” (kids who are trying to kill her). And in pre-algebra, students are introduced to the “unknowns,” the variables.

“The unknown situation in the story is the Y or the X,” said Lauren, “and I would explain it to my students in that kind of a way. I’d bring in those characters so it’s not just a math problem. I’m telling a story about Katniss vs. this is Y and I don’t even know what Y is… and I hate math.”

Stories helped her teach math to people with very little interest in math. She starts by talking about what they are interested in and leads them back to the math concepts.

“I meet them where they are, get in their world, and use my creativity to build those bridges to where I need them to be.”

Now that Lauren is a copywriter, she does the same thing in her emails.

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