To create content that actually sells, it must get prospects to know what you know and believe what you believe. Because once they do, buying should be a no-brainer. So the real challenge is holding their attention through your entire sales message.
Modern buyers prefer to learn on their own (at first)
The internet has changed how people make buying decisions. These days, every question is just one Google search away, which is making buyers increasingly unwilling to "subject themselves" to a sales call...until they're ready to buy.
Marketing teams are responsible for delivering more and more of your sales message, which means it must be clear, complete, and accessible. Buyers expect it.
People have more options, not less attention
Despite what you've heard a million times from so-called "marketing gurus," human attention spans are not getting shorter. Attention spans are only short when deciding what to do from a large list of options.
When it comes to attention-selection, you're not just competing with your industry rivals, but with cat videos, sports highlights, and the latest Kardashian meltdown.
Use story structure to "read your prospect's mind"
But what happens after you get a prospect's attention? And how can you get them all the way through your sales message? The most common way to lose control is to say things out-of-order.
We solve that problem for clients by converting your marketing argument into a narrative sequence (see "The Momentum Method" below for more). It's not about telling a literal story, but using narrative structure as a tool to organize your message in a non-confrontational, momentum-building sequence.
Our proprietary, 5-step messaging framework helps you deliver your sales "argument" using a narrative sequence designed to keep prospects glued to the screen.
Once upon a time, there was an unwilling hero focused on their own problems or desires. To join their story, the guide (your brand) must align with the hero's priorities.
Early in the story, the guide teaches the hero a "Key Lesson" that later helps them win the final battle. What should prospects care about if they want to reach their goals?
Before the hero can have a breakthrough, they must first reach the "all is lost" moment. All competing solutions must fail, reinforcing the "Key Lesson" they learned earlier.
The "Key Lesson" is climactically introduced as a key part of your offer, enabling the hero to reach their goals better, faster, and with higher confidence.
With other decision-makers, priorities, and complexities to manage, there's a long way between "convinced" and "closed." Here we use content to keep prospects from stalling out at the bottom of your funnel.