Podcast

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Joel Capperella - Content Marketing Guru

How to Use Business Storytelling to Fill Your Sales Funnel

How to Use Business Storytelling to Fill Your Sales Funnel

Content marketing is about filling the sales funnel with qualified prospects. We can all agree on that, right?

We can also probably agree that there’s more competition for those prospects now than ever.

What if your funnel is clogged with the wrong visitors? You know, the non-customers? Well, today’s guest shares over 20 years of experience attracting buyers to his sales teams in the enterprise software, SaaS, and technical professional services industries. No easy feats. He knows how to use story marketing to make sure the right customer shows up at the right time to increase your conversion rates.

Joel Capperella joins us on Business of Story; and today, we talk about why you must recognize and tap into the dramatic nature of what’s actually happening in your sales conversions, the journey your customer’s on, and what stories they’re telling themselves about you at that moment.

We’re also going to look at the most powerful word in storytelling, and that word is ‘why.’ That’s all about the power of why in your story, listening in your storytelling, and in your story selling.

At the end of the show, Joel has a tool for you to make sure you have the proper story alignment in your sales pipeline. Let’s explore how to use story marketing to fill your sales funnel with the right folks.

In This Episode You’ll Learn

  • How to use the right story marketing to up your sales conversion rates
  • Why the word “why” is so powerful in storytelling
  • Why you need to always be attuned to your customer’s journey



Key Quotes

“It’s not just enough to have good content. It has to be content that connects.” – @JoelCapperella (click to tweet)

I still have to be very intentional about sitting down, designing, and mapping out the story that I’m going to tell.” – @ParkHowell (click to tweet)

“Start with a moment. Start with a human experience around your product or service, and listen to it.” – @ParkHowell (click to tweet)

“I really believe that above all, story is a catalyst to really great things within our organizations.” – @JoelCapperella (click to tweet)

“If we have trouble telling our own story, or our customer’s stories, we have to assume that our customers are too.” – @JoelCapperella (click to tweet)

Mentioned In The Show

Business Story Strategist, Keynote Speaker and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

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