Intro: Where does this concept come from?
Chet Holmes authored a book called The Ultimate Sales Machine. This presents some core principal of how a cor story can help you appeal to a much larger audience. Most businesses advertise in a very simplistic way. Here is my product, here are the beneifits and fetures of it.
Part 1: Why you should create a core story for your business.
Only 3% of your audience is interested in what you are selling at the time they saw your ad. Regardless of what you are selling, there is only a small percentage of people that are ready to buy just buy seeing your product.
“Of the other 97%, 6-7% are open to it, but not currently looking, while the other 90% are divided into three nearly equal categories:
- Not really thinking about it right now.
- Think they’re not interested (but might be, if you did a good job at presenting to them.)
- They KNOW they’re not interested.”
Here is what that looks like vissually:
“A Great Marketing Funnel Will Appeal To The Entire Pyramid:
What can you do to capture the attention of the other 97%?
Good news is that with google search, these percentages are much higher. People are raising their hands and at least saying “i’m thinking about and researching this products or service”
So the largest opportunity is in the group of people that:
*****”Think they’re not interested or ready to buy but might be if you do a good job of presenting it to them.*****
Part 2: How can we do a good job of presenting it to them?
Don’t Just Show and Sell Your Product
Since we know showing web visitors the:
- product data
- and benefits
Why? Because you will only appeal to 3% of your target market at any given time.