The Business of Story
About This Show
Park Howell promises to reignite within you the one true superpower well all possess - storytelling - in the Business of Story. Learn from internationally acclaimed story artists, content strategists, and brand raconteurs who will help you craft and tell compelling stories that sell.
This is the "How To" podcast for story marketing. Each episode delivers at least one actionable tip that will help you connect with your customers, move them to action, and start creating epic growth for your enterprise and your people.
Most Recent Episode
How to Use Business Storytelling to Fill Your Sales Funnel
< 1 day ago
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. 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