Most businesses find optimizing their sales funnel and the emails attached to them confusing. If 68% of Millennials in America said, promotional emails influenced their purchase decision. So you need to invest your time and resources to get this right.
We offer advice on ensuring your StoryBrand sales funnel is the best it can be. We have a handful of tips on developing a customer profile, where to send users, and what they should do when they get there. So, check it out and improve your optimization process today.
Understand a StoryBrand Sales Funnel
To achieve StoryBrand sales funnel optimization, you need to understand what the purpose behind it is. In essence, a sales funnel creates a relationship with the customer. This relationship should bring customers into a position where they want to buy from you or work with you.
This happens by bringing customers through several phases, each of which encourages them to be more involved with what you offer.
Curiosity
This is when you first catch the eye of a customer. This is usually done by offering unique benefits that solve their pain points and improve the customer’s life. If you do not do this, you are forgettable to the customer, and they will not pay you any attention.
Enlightenment
You inform the potential customer of the details of how you can help them. This allows them to understand the specifics of what you offer and allows them to comprehend a story-based narrative where they use what you offer.
Without this, they will consider your product to be nothing but hot air, or will not trust your brand enough to commit.
Commitment
Finally, you attempt to get the customer to go over the edge. The entire StoryBrand sales funnel is a strategic effort to steward their decision down the sales funnel to buy what your offering.
Develop a Customer Identity
Now that you understand what better StoryBrand sales funnels look like, you should consider what your customer identity, profile, or avatar looks like so that you can aim your message at them. You need to learn enough about your potential clients so that you can answer the following questions.
- What does your customer need that they are not currently getting?
- Which of these problems does your service or product solve?
- How can you provide that service or product to the customer?
- How does a customer start to engage with you?
- What call to action will bring in the most customers?
- What does a successful complete interaction with a customer look like?
- Under what circumstances would a customer not engage with you?
By answering each of these questions, you can start to put together a customer profile that can turn into better StoryBrand sales funnels.
Start Creating Your Email Sequence
Assuming that you already have email signup for those who are curious, your next step would be to put together a sequence of emails. You should send these to your potential customers once per week, providing value and helping them understand how your product or service solves their problems.
As you optimize your StoryBrand sales funnel, these emails should follow a pattern much like the following:
Welcome Email With Problem/Solution
Your first email should inform a customer about their problem. You want to talk about the problems they are facing and empathize with their pain points. Tell them about your solution that solves the pain. You want them to remember your brand by linking you to the problems you solve.
Customer Testimonial Email
Your second email should include a testimonial email. You’ll need to find someone who has experienced success with your product or services and ask them to describe to others their experiences.
When collecting these testimonials, focus on capturing your customers’ problems before purchasing your product or service. Then, have them tell you how your products helped resolve their pain point. This testimonial from a satisfied customer will reinforce the problem/resolution positioning you set up and help potential customers see your brand as trustworthy.
This testimonial from a satisfied customer will reinforce the problem/resolution positioning you set up and help potential customers see your brand as trustworthy.
Overcome an Objection Email
The third email in the sequence is overcoming an objection. What makes most people not buy from you? You want to speak to that general objection. And then overcome it by providing specific benefits the client will enjoy.
Remember to think through your objections and come up with one main point that people might have when they read your content. By doing so, it will help overcome some resistance your current clients might have towards your brand and once again encourage them to trust your business. This email is important, so be sure that you include it at least somewhat in each of your e-mails to your subscribers.
Game-Changing Shift Email
The fourth email is the game-changing shift email.
This email demonstrates how your product or service differs from the competition. To achieve this, highlight how your customer‘s current approach costs them something. This type of email shows that how you present your business is different and superior to others. StoryBrand calls this a “game-changing shift.”
Some businesses start their emails by describing a common perception of their products or services and encouraging people to see things differently. Referring to the problem you established in the first email will help you set up the game-changing shift in this email.
Don’t be mean to the competition. You just need to highlight how your business is different from the competition.
Start by thinking about your business in terms of the customer—instead of focusing on yourself.
The All Important Sales Email
The last story in your StoryBrand series is the sales letter. It’s arguably one of the most crucial emails in your entire campaign. Now it’s finally the right moment to close the deal and start selling. It’s smart to use a closing email to sell. You can also use one-off emails to sell to qualified leads.
You can use any combination of the earlier emails in this sequence. Make sure to place your product/service as a potential answer for their problem, include testimonials from happy customers, and encourage them to think of your company differently.
The purpose of this email is to get the sale done. A potential customer who has been engaged with your emails up to now wants to buy from you. So, give them what he wants. You can also offer an additional incentive by offering a discount for new signups or a special deal for existing subscribers. This will help increase your conversion rate and boost your revenue.
Press the CTA
After all the things we’ve talked about so far, the point of your email is to have people take some kind of action. In your StoryBrand sales funnel, you need to show them something they want, tell them why they should buy from you, and then ask them to do something.
Now that you understand how optimizing your Storybrand sales funnels can improve your business’s overall performance, it’s finally the right moment to start planning and improving them. If you still have doubts, we can help you get there faster.
If you’re interested in using the StoryBrand framework for your next project, your your next StoryBrand sales funnel, we’d be happy to talk to you about it. Just click the button below to get started.
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