Building story-driven sales funnels

When you’re launching a product or running some kind of campaign, you don’t want to just attention grab then sell-sell-sell.
You want to build trust with your audience, let them get to know you, and take them on a thoughtfully crafted journey that leads them to say yes to you.

​And we can do this with the power of storytelling, because strategic and empathetic storytelling helps us make an emotional connection with our audience and shows our audience why our product or service is going to solve a problem in their lives.

First, what is a sales funnel?

It has come to my attention that not everyone understands what a sales funnel is, but to put it simply…a sales funnel is a journey that you take your audience on a memorable journey with you that starts with…”Hey, it’s me!” (Awareness)

To…”let’s get to know one another and see if we vibe.” (Interest)

​If we’re not vibin’ then some folks may take off and that's cool; but for those of us who are vibin’...we’re really vibin’! (Desire)

And finally, our new friends are fired up and ready to do this thing! (Action)

And that my friends, is what we call a sales funnel.

Awareness → interest → desire → action.

​How do we use the power of storytelling to create an impactful and memorable sales funnel?

1. Do some character building.

Your audience has to know that you’re talking to them if you want to get their attention. So you have to know exactly who you’re talking to get them to even notice you. Know their greatest pain points and deepest desires. Understand their archetype so you know how to communicate with them. Know how to pique their curiosity and get them to turn around and say hi.

1. Hook ‘em.

Bring them further along on the journey by introducing yourself and telling them why you’re here, your values, and your mission. Who do you help and why? This is where you build trust and rapport. Let them think…”Hmm, I like this person. I like their vibe. They share my values. I want to know them more.”
This part of the campaign is really about getting to know you so you’re not selling anything here yet.

1. Now introduce how you’re going to solve a problem and change their lives.

Create desire by emotionally connecting with them while also appealing to their reason. Show them you understand their pain, introduce your product/service, and tell them why you’re the one they should buy from. Use testimonials, case studies, stats & facts. Make sure they understand what your offer is and who it’s for. Amplify your authority and empathy. And make sure you’ve shown them what transformation you’ll be adding to their lives.

1. Give them a clear call to action.

No matter how obvious you may think your ask is, make sure to clearly express what you want them to do. I always like to use the example of me telling my partner that the trash is full. This may imply that I want him to take the trash out, but I’ve not actually asked him to do anything. I’ve just stated a fact. Even if I said “take the trash out” it’s not clear when I want him to take the trash out.

So be clear about what positive action you want your audience to take.

An important thing to remember, too, is that even if someone doesn’t say yes to you right away or by the end of your campaign, this doesn’t mean you’ve lost them forever. Sometimes it’s just not the right time or they don’t have the budget. Sometimes, someone just needs more time to get to know you and trust you.

Are you using the power of storytelling to drive your sales funnel and take your customers on a memorable journey?

If you’re an AAPI business launching a product or running a unique campaign this year, check out my Year of the Dragon offer for a full-suite sales campaign.

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Be excellent to each other,
Justine 🎈