Marketing. Sales. Such simple words that evoke so many complicated thoughts and emotions. Most small business owners are confident that their product can change lives but don’t want to use slimy sales tactics to convince people to buy. Instead, they waste money on ambiguous marketing campaigns that don’t deliver results. Thankfully, you don’t have to be pushy to get customers. You can effectively sell products using StoryBrand.
How to Effectively Sell Products Using StoryBrand
Clarity creates sales. By taking the time to create a clear message with the StoryBrand Framework, you are already setting your product or service up for success. The reality is that people don’t buy the best product. They buy the one they can understand the fastest.
Step 1: Create a BrandScript
In order to make your product or service easy to understand, take the time to create a StoryBrand BrandScript for that product. Your messaging should be aligned with the clear message of your overall company but will have additional details and information specific to your product. This clarity will help you create the effective marketing materials outlined in the Marketing Made Simple Sales Funnel.
Step 2: Build a Relationship
The key to effectively selling products using StoryBrand is to focus just as much on personal connection and building a relationship with your customer as you do on getting the sale. As with all relationships, you have to take the time to build trust with your customers.
You would never ask a person to marry you on the first date. In the same way, you can’t expect potential customers to buy your product the first time you interact with them. You have to be patient and honor the natural phases of relationships.
Phase 1: Curiosity
During the StoryBrand Marketing Workshop, “Marketing Made Simple”, Donald Miller often compares marketing relationships to real-life relationships. He says that we pursue relationships with people who pique our curiosity. We see an attractive guy/girl and think to ourselves, “I’d really like to get to know that person better. I wonder if they are as nice as they look.” Our business should do the same.
The first thing you need to do to pique curiosity is to have an appealing website that immediately passes the grunt test by telling your website visitor what you do and how your product can make their lives better.
Although you are overtly stating how you can solve your customer’s problems, they will still wonder if you can truly deliver on that promise and help them achieve success. This curiosity will cause them to keep reading your website to learn more.
In order to get someone to keep scrolling, your promise should be clear, intriguing and something you can actually deliver. Making promises you can’t keep will only erode the trust you are working to build.
Phase 2: Enlightenment
Now that your potential customer is curious about whether or not you can actually help them avoid failure and make their lives better, you need to enlighten them by providing valuable information.
You will do this throughout the rest of your website by showing that you truly understand what they are going through. In the StoryBrand framework, this is the empathy section of your BrandScript. Then, you establish yourself and your product or services, as the guide they are searching for. Listing testimonials, statistics and enlightening information will provide authority, proving you are qualified to solve their problem.
Returning to the dating analogy, taking the time to scroll through your website is equivalent to a potential customer going on a first date with your company. Naturally, most of us are not ready to get married after the first date. So, you want to make sure you get your potential client’s email before they leave your website. This will allow you to follow up and continue “dating” them until your prospective customer is ready to buy your product or service.
The Power of a Lead Magnet
To get their email, you need to engage customers by offering an enticing lead magnet. A lead magnet is an informative PDF, mini-course, webinar, or other free offering that will begin to solve their problem.
Your lead magnet should have a catchy title that motivates website visitors to say yes and give you that email in exchange for valuable information.
Within the free offering, you should introduce the problem at hand and provide a solution. Although you should generously give information that will help them begin to overcome the problem at hand, your product or service should be positioned as the ultimate solution to solve their problem for good.
Building an email list is the best way to reach more customers and increase your conversion rate. In fact, according to Constant Contact, for every $1 you invest in email marketing you can expect $36 in return.
3 Phases of Relationships
Phase 3: Commitment
Now that you have an email for your potential client, use it! No one likes giving their phone number to someone after a date only to never hear from that person again. You should continue deepening the relationship by sending a series of emails that enlighten your potential customer about how your product or service can solve their problem. This is often referred to as a sales sequence.
Keep in mind that everyone’s relationships move at a different pace. Not all customers will be ready to buy by the end of your sales email sequence. To let your prospective client know that you haven’t forgotten about them, you should send regular nurture emails after the sales sequence has ended. These emails continue to provide valuable information and support to your potential client while reminding them that you are still available to solve their problem whenever they are ready to move into the last phase of the relationship and click “buy”.
Bonus Phase: Use a StoryBrand Certified Guide
You can effectively sell products using StoryBrand without being sleazy or pushy. However, it takes a lot of time and expertise to create well-written email sequences and a beautiful website. If you would love to StoryBrand your marketing but just don’t have the time, contact us today to speak with one of our Certified StoryBrand Guides about how we can help.