Assuming you have created your company’s brand story using the story brand frame, it’s time to use this framework to create a roadmap for growing your business. You can use the story branding framework you created to:
- Create a one-liner for your business
- Create a lead generator to collect email addresses
- Create an automated email drip campaign
- Collect and tell stories of transformation
- Create a system that generates referrals
Create a unique text for your business
The first step in creating a roadmap for growing your business is to develop a single line, as most sales are lost the second a founder starts rambling about their business when someone asks “What to do?” -you ? If you start to describe why you started your business or list the things you do, you’ll lose the prospect’s interest pretty quickly. A one-liner, or what some call a “Wow statementIs a better way to answer the question “what are you doing?” It’s more than a slogan or a slogan. It’s a statement that lets the prospect know that they might need your products and services and want to know more. What makes a good one-liner is “the imagination” and “the intrigue”. Your one-liner should arouse the curiosity of qualified buyers and invite them to find out more about your business. Everyone in your business needs to memorize your word for word. Creating a text and repeating it over and over again is a great way to showcase what you’re doing.
To create a compelling one-liner, you’ll synthesize a version of your story branding framework using the following four elements:
- The character
- The problem
- The plan
Your one-liner doesn’t need to be a single sentence or four sentences, one for each of the elements.
Let’s say your business is a gym for busy moms. The characters are moms, the problem is they are busy, your plan is to help them do meaningful workout so that they stay healthy and have the energy to keep up with their busy schedules. what success looks like. Your one-liner could be:
“We help busy moms get exercise so they feel healthy and energized.”
If you’re selling timeshare vacations to retired couples, you might say, “We’re saving retirees the cost and headaches of owning a second home. Our extended stay timeshares provide the hassle-free luxury accommodations you deserve ”. The characters are retirees, the problem is the cost and hassle of owning a second home, the plan is to provide long stay timeshare, and the success is to spend time enjoying accommodation. hassle-free luxury.
How to use a one-liner
- Memorize your one-liner and repeat it over and over again
- Make your employees and team members remember your one-liner
- Include your one-liner on your website
- Repeat your one-liner in all possible marketing materials
- Print your one-liner on business cards and social media bios
- Print it on your packaging
- Include it in your electronic signature
Create a lead generator to collect email addresses
What is the most private personal possession you have? The only thing that would terrify you if it fell into the wrong hands and gave them access to all of your personal information. Is it your smartphone? It’s also likely that there is a large account on your phone that acts as a gateway to almost every other component in your life. Can you guess what it is? This is your email account. Your email address is the most sacred personal thing you own and is the username for some of the most important applications in your life, from medical records to bank accounts. But what if a prospect voluntarily allows you to contact them in such a personal way? Welcome to the world of email marketing.
Email marketing is the most effective way to market your business. While you can have thousands of Twitter followers and Facebook fans, they are not as effective as sending an update or an offer via email due to the algorithm.
How do you get someone to join your mailing list? You are offering something of value in exchange for their email address. This free offer is called a lead generator. This is the transitional call to action that you set out in your story branding framework.
The ideal lead generator should do two things: deliver significant value to the customer and establish you as an authority in the field. Gifting a downloadable pdf or eBook is a great lead generator. Here are some popular lead generators:
- A downloadable guide
- Online course or webinar
- Software demos or free trials
- Free samples
- Live demos
Create an automated email drip campaign
Sharing valuable content is an important part of your roadmap for growing your business, but the point is, just reminding your prospects that you exist is very helpful. Your prospects might not need your product today, but they might need it tomorrow. On the day they need them, we want to make sure they remember who we are, what we have and how they can reach us.
An automated email drip campaign triggers a series of scheduled emails as soon as someone is added to our list. You might be wondering if anyone is actually reading these messages? The answer is, it doesn’t really matter. Even with a low open rate, your emails will keep your brand active in your prospect’s mind as they scroll through their inbox.
A few years ago I read the Small red book of sale by Jeffrey Gitomer and downloaded a free resource identified in the book. Every week or so I get an email from him with a sales tip. Although I rarely read the emails he sends because I’m just too busy, I do remember him, and when someone asks me a business question that I can’t answer, I share his name in as a sales guru to conduct further research.
There are two types of emails in a typical automated drip campaign, support emails and sales emails.
Nourishing emails provide valuable information about your brand. For example, Jeffrey’s support emails always deal with one aspect of sales. An effective formula for nurturing emails is to talk about a problem, explain a plan for solving the problem, and describe what life can be like after the problem is solved. One way to start a stimulating email is to answer a question you are asked often and provide the response you normally provide. For ideas on the type of questions prospects might ask, you can use ReplyLePublic which is a free research listening tool.
The sales email typically follows a similar format to a support email, but includes a call to action for the prospect to take, such as “call today” or “start your trial. free “.
Most automated email campaigns involve sending about one email per week. In a typical month, you can send three support emails and one sales email.
I personally use MailChimp for my automated drip campaigns because it is free for up to 2,000 email addresses and is easy to set up and use.
Collect and tell stories of transformation
Few things are more compelling than a story that shows a hero’s transformation. This is why so many stories are about the hero who turns into someone better. Testimonials give prospects the gift of “coming second”. The challenge is to get the right kinds of testimonials. The ones that showcase your value and the results you get for your clients and the experience they’ve had working with you. Just asking for a testimonial usually doesn’t work, as customers will usually share their feelings about you by default.
Creating a compelling story of transformation means you need to ask the right questions and you need the raw material to work with. The following questions will help you build a bank of compelling testimonials.
- What was the problem you were having before finding out about our product or service?
- How did you feel the frustration when you tried to solve this problem?
- What was different about our product or service?
- Take us to the moment when you realized the product was working to solve your problem.
- Tell us what life is like now that your problem is solved.
Create a system that generates referrals
Ask any business owner how they get new customers and the majority will say word of mouth. It would seem obvious that every business will want to generate more word of mouth referrals. The last step in using the roadmap to grow your business after the prospect becomes a customer and you have solved their problem is to turn around and invite them to become evangelists or social agents for your brand. Here’s a step-by-step overview of what it takes to build an effective SEO system.
- Identify your existing ideal customer and send them occasional prompts to place a new order.
- Give customers a reason to spread the word. Rather than just asking them to use their own words, give them something that makes it easy to get the information out, like a pdf or video that they can send to their friends and colleagues.
- Offer a reward to existing customers who refer their friends and colleagues.
- Start an affiliate program and offer your customers a commission on all the orders they have referred
How can you turn the framework of your brand story into a roadmap for growing your business?