Do you think of your potential customers as heroes?

Most of us don’t like selling and that can be a big barrier when you need to attract new customers.

How would it feel if, instead of trying to persuade people to buy from you, you became a friendly guide who helped them find the solution to their problem?

Imagine writing a story that became the trailer for a film about your business …

*Voiceover, deep and dramatic:*

“In a world filled with choices… one hero dares to embark on a journey like no other.

 

Meet Alexis, a curious customer living their everyday life.

But something is missing.

Alexis looks sorrowful and says: “I need something better… something more.”

Scrolling late at night, Alexis struggles to find the right solution to his problem. Every hero faces obstacles…

Confused comparisons. Endless reviews. Ads whispering promises. Doubt creeps in.

“Can I trust them? Will this really work for me?”

*Mysterious music*:

In amongst the confusion, in the guise of a wise guide, you glide into the picture and offer to lead the way to the solution Alexis craves.

You show him a magical plan that explains how he can reach his goal with a minimum of effort.

You quietly assure him, “This is the route to getting what you want Alexis – it’s easy, you just have to follow these simple steps and you’ll get the something better, something more, that you’re looking for.”

Alexis hesitates and you know that taking action is imperative so you explain, “If you set off on this journey now you’ll soon be enjoying the satisfaction of knowing you made the right decision.”

*The camera pans back and shows Alexis two paths*:

The first path – exploring other solutions – looks easy and avoids Commitment City but is full of hidden traps that will cause Alexis to lose valuable time, peace of mind and other things that are most valuable to him. The other path leads straight to Commitment and shows him striding confidently to the place he wants to be, guided by you.

When he arrives he notices he is transformed. Life feels easier, brighter, better.

*Uplifting music*:

Alexis sees an image of himself using your product, saying “This changed everything for me.”

*Strong triumphal music. Image fades*

In every hero’s journey, there’s a guide who leads the way to the perfect solution. Are you going to be part of their story?

This story was inspired by a presentation by Māris Prindulis of https://storyclicks.us/

(Māris used A.I. to create the rather disturbing images of cats!)

OK – this is a bit of fun, but if you cast yourself in the role of guide instead of pushy salesperson it makes a big difference – even if the film is only in your head!

Now that you know the story – how do you use it to create a great landing page?

There are eight acts in the story:

1. Get to know the main character (the hero) and what they really want.
2. Identify the problem they’re experiencing.
3. Position your brand as the guide to the hero. (Your brand is never the hero!)
4. Create a clear plan for the hero to win the day.
5. Give the hero a clear call to action.
6. Show the negative consequences of not doing business with you.
7. Explain what their life will look like if they buy your solution.
8. Show the transformation of the hero’s life!

See the full set of slides from the presentation and you’ll get the idea! https://files.fm/u/8yjmwdeqwr

Huge thanks to Māris for such a great presentation that was a lot of fun!
You can contact Maris on LinkedIn