Episode 15: What Is Funnel-Driven Storytelling? — with Josh Donnelly

Ever hear of the marketing concept known as “funnel-driven storytelling?” This week’s guest, Josh Donnelly, founder of Donco Marketing, demonstrates how storytelling can be used to guide users through the marketing funnel and create a more intentional user experience.  He, Curtis and Tom also discuss the collaboration process between designers and copywriters and how to best align approaches to develop website page concepts synchronously. The approach maps closely to Tom’s often-expressed advocation for starting with the 'why' and 'how' in storytelling and how it can help differentiate a brand. But it also highlights Curtis’s emphasis on using analytics to optimize designs, including his RACE methodology for marketing.  At the end of the day, it turns out that all three were using different vocabulary to speak the same language! Takeaways: Focus on the benefits of a product or service rather than the features when using funnel-driven storytelling. Speak the customer's language and address their needs and desires — rather than your own! Use the why, how, what framework in storytelling to engage and persuade. Utilize analytics to measure the effectiveness of designs and optimize for better results. Follow the RACE methodology (Reach, Act, Convert, Engage) to guide marketing efforts. Collaborate and continuously improve to create effective marketing strategies by studying outcomes, not just creativity.