I think you’ll agree with me that online survival is survival of the fittest brand story.
After all, content is king, right?
And as we are hardwired to seek out, share and buy into great stories, it’s vital that you tell a great story.
A story with a killer hook.
A story with rich pedigree or punky bite.
A story that taps right down into shared values and aspirations.
An emotionally charged story that talks to you and you alone.
That reveals something new about yourself or the world around you.
But here’s the thing: Every brand story is a cover story.
A cover story cunningly designed to mask a sales funnel.
I know: Sales funnel.
Sounds like something right out of an MBS class.
And it is.
And you know what, it works.
You see, brands don’t tell stories, they sell stories.
And you — dear reader/customer — are the often more than willing mark.
And so long as you don’t break the spell of suspended disbelief and realise that you are just being sold to all along, brand stories imperceptibly entwined with sales funnels are blockbuster material.
Now, I know that right now you’re thinking:
“Sure, brands tell us — or sell us — great stories, and in return we grow to like them and feel a connection with them — which in turn makes us more willing to buy into them on both an emotional and financial level.”
Yes. It is a trade.
And the brands with the storytelling — sorry, storyselling magic — think Apple, Nike, Airbnb and even the lone ranger fanatical entrepreneurs like the Fit To Fat To Fit guy — make that trade so easy that we don’t question the fact that it is a trade at all.
Think of it another way before we get really going: think of all those times you’ve encountered a new brand and:
Found it impossible to understand what their brand story is or got part way into engaging with their brand story when you got hit by a freight train of a sales pitch so awkward that you got out of Dodge?
Blending artful storyselling with sales funnel science is a trick few pull off.
But if you get your #storyselling sales funnel straight, backed up by your irresistible offer, you have a winning — unbeatable — combo.
Clients (as readers) will flow over to you almost automatically.
Business opportunities and deals will land on your lap.
Brand evangelists will share your story from the rooftops (whilst making your brand story part of their own).
For want of a better phrase, you’ll become The Only Story in Town. (If you want that as a formula, you’ll find a link at the end.)
And so long as you keep telling — selling! — that story, you’ll rake it in.
(Remember though: keep reinventing yourself or your business will be less Bowie and more Stone Roses, awesome though their debut was).
Okay, I hear you.
You get it.
More, you want to re-design your website right now with the very goal of selling a great brand story (with its own inbuilt James Bond style secret sales funnel).
How do you evaluate which designer or agency gun to hire?
Because, in my humble opinion:
Most Website Designers Don’t Get Storyselling.
Nevermind storyselling sales funnels.
Sure, they might — might — read your content and they might — might — have a good idea on how to tart up your About Us/Me page.
And they might have a firm grasp of the value of publishing great 10x content and understand the art of web typography.
And I’m not going to argue with that as the barest minimum starting point.
But here’s the deal:
As invaluable as all these skills are — and believe me you get what you pay for — the site they create might look nice, read well — we’ll take it as given that your content rocks — but all of this will still FAIL if everything isn’t designed to funnel the audience into making a sale.
Because as I keep stressing to you: telling a great story isn’t the same as selling a great story.
And the difference is HUGE.
- Your Story has to hook the audience in first — and introduce the product last.
- Your Story has to help them see their problem in a new light.
- Your Story has to build suspense and turn your offers into an event.
- Your Story has to focus on customer success.
- Your Story has to help people "ascend" your value ladder themselves.
So no, don’t rush out and start thinking how to bolt onto the end of your website some ham-fisted bunch of email auto responders or a content upgrade.
You can’t stick a preeminent sales funnel onto the back of a website like some lame tail on a donkey.
It's taken me 3 years to figure out the right strategy just so you don’t have to.
If the story — and the funnel — coalesce to solve a BIG nagging problem, to win hearts and minds as well as change beliefs along the journey using easy-to-access, easy-to-understand, easy-to-read principles, your story and your sales funnel are one.
You see, the moment the audience is jolted out of their story absorbing moment by a clumsy sales pitch, or poor typography you lose it all.
The sales funnel trick — a trick very few visionary web designers have mastered — is to design a way to let the audience engage with their client’s stories and ‘discover’ the product or service for themselves.
To let them enter a labyrinth without even knowing they have entered one.
I know, that all sounds so bad!
And it is!
The Artful Science behind all business is designed to manipulate us into parting with our money — whilst feeling good about doing it!
Okay, you’ve heard enough.
You want to know what I do as a professional web designer who gets all this storyselling sales funnel malarkey.
Let’s start with some facts:
50% of the people who visited one of my recent Squeeze pages.
Signed Up As a Subscriber!
Do you know how exceptional a 50% "conversion" rate is when you are talking about a website?
It's actually maybe... 10,000 times higher... than normal!
Why did I get such great results?
Because my content sells a great story.
Because I designed the site and used all my knowledge of maximising readability and perfecting the art of web typography to sell a story.
And because I ensured that the whole user experience was all part and parcel of a sales funnel experience.
I’ve summarised a small part of formula on the following page.
Great design + great typography + great storyselling content + an ‘invisible’ sales funnel = kerching!
So here we go.
Think about what I’ve said.
Think about past digital marketing experiences. (If you’ve had one or several already)
Think about your brand story as it is right now.
- With the lack of a predictable method for generating clients taking the guess work away from marketing your business.
- And the lack of a digital advertising strategy to raise brand awareness.
- And the lack of a preeminent marketing blueprint to create your hook.
- And the lack of re engagement plan to bring back your website wayward visitors.
- With the lack of a "transitional call to action" to increase more conversions.
- And the lack of an sales funnel strategy to build lasting relationships.
- And the lack of a professional client booking system to pump fresh power into your sales process.
(Think about the fact that yes, this is a "storyselling sales funnel" that you’re in right now — a preeminent presell page.)
Yes, it’s harder work today.
And I guess it’s supposed to be.
But work today pales in comparison to the rewards you’ll reap tomorrow.
And I’ve got you covered with a step-by-step case study.
Clever me named it: “The Only Viable Solution”
Wouldn’t you want your next brand story to be one?