The term “lead funnel” seems to be getting a lot of love from the Internet marketing set. Today it seems as though there are dozens of marketers promoting products and courses teaching this age old tactic cloaked in a new set of tools.
While the idea of a lead funnel makes a great deal of sense – you get people who are interested in an idea and get them more and more excited about your solution as the answer to their idea.
The problem I have is more in the execution.
You don’t have to look much farther than the language of the lead funnel crowd – terms like lead magnets and trip wires give you the sense that this whole marketing thing is just a big game of cat and mouse and that prospects simply need to be tricked into buying.
For over a decade now I’ve presented the idea of The Marketing Hourglass as a replacement for the marketing funnel and as a way to more accurately represent the journey our prospects and clients want to experience.
Vital to this way of thinking is the realization that building know, like and trust sufficient to turn a prospect into a customer requires a level of engagement more like a conversation with a friend than guerilla warfare tactic.
My guest on this week’s episode of the Duct Tape Marketing Podcast is Danny Iny, founder of Mirasee Marketing, host of the Business Reimagined podcast and the bestselling author if multiple books including Engagement From Scratch. We discuss the power of a name, the value of storytelling in marketing, and better ways to reach your target audience.
Iny is quietly sparking a change in the marketing conversion world by teaching the art of the narrative conversation as the best way to communicate and build long-term marketing relationships.
In our conversation we cover a lot of ground, but mostly we agree that if you actually pay attention to and care about what your prospects care about, marketing is a lot more fun.
Questions I ask Danny:
- How did you reach the name Mirasee Marketing for your business?
- Is there a storytelling formula you can follow for your marketing?
- Is a conversational tone in your marketing materials critical?
What You’ll Learn if You Give A Listen:
- The value of storytelling in marketing
- How to create the interest and desire for your product before you sell it
- Why crafting a cool story isn’t going to sell someone something they don’t want