Forget the Funnel and Find the Story

When we launched Onchain Research Services, we knew we needed effective marketing fast. 

I started mapping our content and channels, so I could match each existing and new piece to a funnel stage. 

That turned out to be, how should I say, chaotic. 

• Most of our engagement was on X. We had already made ourselves a name with X Spaces and the audience was quite aware of Onchain. But hardly any of those followers ever reached our website where they could convert.
  

• Most of the website traffic was organic. There we offered a lot of in-depth information and credibility. They’d sign up to our emailing list with more of the same type of content. 
  

• Most of our clients, however, came from direct outreach, conferences or personal referrals. These people never consumed any of our funnel content. 
  

You see what’s happening here? 

-> People on X don’t “do” websites. No point in trying to force them.

-> Our organic searchers received solutions. But they weren’t aware of the actual problems and why they needed their attention.

-> Clients, well, personal contacts always work best. But a business can’t rely on those alone. Our “funnel” was an illusion. 

Because people don’t follow a specific path. In our case, the stages remained disconnected. Humans stick to the medium they feel most comfortable in.

So, if not a funnel, what do we do instead?

Here’s what I think:

Story + Messaging

What’s the story? It’s what happens when the hero (your potential client) overcomes the villain (whatever stands in their way of reaching their goal) with your help. 

The hero’s goal is to ….., but they can’t because of….. . Then the hero encounters you and realizes there’s a solution. From there you lead them to the story’s happy ending (preferably with a surprise element).

And the message? It’s how you adapt that story to what and how the audience needs to hear it.  

There are a million ways to tell the story. 

It’s the marketing writer's job to find it and tell it in ways that resonate with potential clients.