Does Your Website Pass the 15-second rule?
Jan 04, 2020
According to industry experts, people spend roughly 15 seconds on your website before they decide to stay or leave. Some of them, never to return.
For the ones that walk away, yet still identify as your target audience, what makes them leave?
In the StoryBrand framework, Donald Miller teaches the value of your customer locating themselves inside the story. In his book, Building a StoryBrand,
he not only teaches the framework but gives you what he calls a Brandscript
to help you rewrite your business’s story
from about you
and what you offer
to a story
about your customer and their problem
In other words, many people—including your ideal customers—are leaving your site because they don’t hear themselves reflected in the story you’re telling.
Knowing your business story, or what I call your Brand Story, isn’t just something business geeks talk about. And that's a good thing. Because understanding the power of a central story is something psychology has been studying for years.
Diving Deep for Story
Psychologist Dr. Daniel Siegel has written about the transformative power of having a coherent life narrative. For Siegel, the coherent life narrative
included the ability to claim the challenges of your past and integrate them into the whole of the story you tell yourself about yourself. The people who were able to do this sometimes experienced unbelievable obstacles, yet unlike some of their peers who experienced the same challenges, they were able to overcome the emotional wreckage to lead healthy and productive lives. In other words, taking the time to compile a coherent life narrative gives people clarity and direction.
What does coherent life narrative have to do with your business? Your Brand Story is the place where you cohere the pieces of your business's purpose with you customer's journey. It is an intersection point.
If powerfully comprehended and written with intention, your Brand Story becomes a shared story that ties you and your customer together.
Story as Business Strategy
Sometimes when we hear the word story, we think of something sweet or soft, something maybe extra to what we offer. But telling the right story about your business is actually strategy, and when you have a strong Brand Story you have a whole universe of strategy at your disposal.
Recently, I went through the Brand Story process with a client who needed four unique client avatars to reach his audience. Our work included translating his Brand Story to train his sales team about how their offer matches each of their client avatars in different ways. Within the next two days, the sales team went out on calls, armed with the new narrative, and closed $60,000 in sales.
One of the most powerful purposes of a Brand Story is to rally your own team. But it doesn’t stop there. A powerful Brand Story can help you connect, and especially sell, to your customers.