Big Idea How Did a Highly Functional Introvert Become a Teetotaler-Two-Drink-Minimum Marketer The power of an origin story to align behind so that what you write is authentic.
leadership As a Leader, You Own Your Communications Bubble All leaders build a bubble around themselves. They can’t help it. It’s an inevitable part of being a leader.
Cold Email Is MailerLite Better than MailChimp? A Quantitative Approach We wanted to see if the data we looked at for The Touchpoint Envelope really showed that MailerLite was better than MailChimp
Outreach The Touchpoint Envelope: What Open, Click, and Buy Rates to Expect from Outreach What open, click, and buy rates you might expect from your outreach efforts
Big Idea How to Capture Product-Market Fit Metrics and Act Upon Them to Grow Your Company It's never a good idea to leave Product-Market Fit to chance. That's why having a quantitative methodology to figure it out will save you time, money, and frustration.
blog The Missing Link in Your Product-Led Growth Strategy Product-Led Growth (PLG) is using your product as an active element in your go-to market strategy.
RevOps The Missing Link in Your RevOps Strategy Everyone can benefit from a Revenue Operations (RevOps) mindset. RevOps is all about alignment of sales, marketing, and customer service.
Paying Off Advocates Parts of the Pay Off Stage The future health of your brand and your follow-on products and services you provide heavily depends on this stage because your fans and advocates are the ones that will tell their friends and family about your brand and are the most likely folks to buy from you again.
Paying Off Advocates What is Your Brand's Thru-line A thru-line is a theme or idea that runs from the beginning to the end of a story. For us story nerds, it’s the story arc/spine that hooks us in in act one, builds our suspense in act two, and payoffs the result in act three.
Paying Off Advocates What Are the Conventions & Requirements for your Brand? Conventions and Requirements are the frameworks in which all similar offerings must adhere. If an offering does not comply with generally accepted conventions (e.g. testimonials from medical doctors) then prospects will be skeptical.
Paying Off Advocates Paying Off Advocates with Ethos Ethos is all about the credibility of the messenger or their bonafide’s. We look up to those that have achieved what we want to achieve or look/act/like what we like. That’s part of the reason celebrities endorse products and services -- it signals that said brand can be trusted.
Building Customers Parts of the Build Stage The build stage starts off with the first goal of Story Funnel which is to get a prospect to buy. Once we get our new customers, we want our interaction with them to be stellar
Building Customers What is Your Structure and who do you Serve? What are you selling and who do you sell it to. That seems like a simple question but if you don't have your story straight, it can get confusing.
Building Customers What Are Your Customers Wants and Needs? Your messaging needs to pull at the need while also giving the dopamine hit of want. You can never get to the need without the want satisfied. It’s like the gatekeeper to the inner sanctum.
Building Customers Building Customers with Logos At this stage, we want our new customers to be so happy with their purchase, that they don’t unsubscribe or return our offering. The way to do this is to make it as easy as possible to start using your offering to do the intended job.
Story Funnel 6 Commandments of Copy A systematic way to analyze and write compelling copy that tells the story you want to tell.
Hooking Prospects Parts of the Hook Stage The hook stage is the noisiest stage of the Story Funnel because it’s the one with the most amount of competition and literal noise.
Hooking Prospects What's Your Big Idea? The big idea is your brand's north star. Without one, you will be lost in the sea of noise.
Hooking Prospects What's Your Core Value? Val·ue: something (such as a principle or quality) intrinsically valuable or desirable -- Merriam-Webster
Hooking Prospects Hooking Prospects with Pathos The first part of the Story Funnel is how we hook prospects. If this were a play or a movie or a novel, this is Act 1 or in Story Grid nomenclature, The Beginning Hook. During this part, we’re going to use Pathos (emotions) as our main tool in hooking prospects into our story funnel.
Introduction Introducing The Story Funnel At its core, the Story Funnel concept is how to tell a brand’s story depending on what stage someone is in -- all why not straying from the brand’s core values. This is what we mean by keeping the story straight and it’s an essential part of building a brand.
