Expert Secrets: The Underground Playbook for Converting Your Online Visitors into Lifelong Customers

Here is nearly every story you see or hear in a nutshell: A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN, and CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.

Throughout this book, we’re going to be talking a lot about the process by which we do this: How do we tell the most effective story to connect with our consumers? Where do we start? What are we looking for? But before we get to those stories, we first need to lay the foundation.

If we really want our business to grow, we should position our products as the resolution to an external, internal, and philosophical problem and frame the “Buy Now” button as the action a customer must take to create closure in their story.

Step 3 The Perfect World