June 22, 2016

Part 2: Should you use ‘Soap opera sequences’?

(Continued from yesterday)…

For ten minutes the helicopter hovered stationary. “We wondered what he was doing,” remarked Jacobs.

Inside the helicopter Ba Van Nguyen was fighting to keep the huge helicopter stationary, and at the same time take off his clothes.

Finally, Nguyen rolled the helicopter to the right and dived frantically out of the left hand door…

Helicopter crash

Nguyen dived under the waves just as the helicopter rotors smashed into the water. In a huge bang helicopter shrapnel flew past the HSS Kirk. A red stain appeared in the water where Nguyen had dived.

Suddenly among the wreckage a head popped up. Nguyen was alive.

Nguyen safe

A lifeboat drove out to collect him. Covered in red hydraulic fluid, he climbed aboard owning nothing but the shirt on his back. But he and his family survived.

We started this story yesterday by talking about ‘soap opera sequences’. A soap opera sequence is where you tell a story over two or more emails, leaving readers on a cliff-hanger in between. If you read through Andre Chaperon’s Autoresponder Madness course this is one of the techniques he relies on.

I actually don’t recommend using soap opera sequences very often. They are good for a mini engagement boost, but it is incorrect to assume that everybody is ‘tuning in’ to your emails every day.

People will skip or miss emails, read them out of order or even queue them up. I have one subscriber who schedules a monthly ‘Rob Day’ to catch up on all my stuff.

I think the best way to use a cliff-hanger is like a two-part special. In a television series of twelve episodes you might get two episodes in the middle which work back to back as a two-part special.

The cliff-hanger is a variation technique to have in your tool belt, but I don’t recommend using it every time you send an email. You’re sending emails, not making television.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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