THE BACKGROUND STORY
A couple years ago I produced a brand called freelancekit. Our Target Audience was “Freelance Creatives” in the Photography, Film, and Design avenues and our product was customizable business templates bundled together in a downloadable “Kit.”
How difficult could the marketing be?
We thought we were going to take over the world with this concept! Yes, others were doing it. Yes, legal templates were available on Legal Zoom for $9.99 – $24.99. But we believed we had something special (as most entrepreneurs believe about their product) to offer creatives since we were successful freelancers in these industries already and had a valuable product to share.
To make a long story short, we didn’t sell our “Kits” as fast as we would have liked. Our messaging was slightly off-target and we weren’t providing enough value to our customer to make the purchase an easy sell. But all of that was about to change!
I read Donald Miller’s “Building A StoryBrand” book in two days. I couldn’t put it down.
So, my role in our next micro-site phase for freelancekit was to put everything that I had read in it to the test. Without boring you with the details, I took his 7 step process and crafted not only our message but our customer’s visual journey throughout the site.
My biggest challenge were these…
1) I knew our visitors wanted to ACTUALLY see inside the templates before purchasing.
2) I knew while we had an amazing product, the Design and Photography industries were over-saturated with everyone and their sister offering business templates for purchase. We needed to niche down more.
3) I knew our previous site’s layout was confusing and unexciting. Our visitors knew we were selling something but there wasn’t a CLEAR C.T.A. (Call To Action).
I got to work.
From positioning and designing a clear CTA button (“Buy Now”), to treating the whole micro-site as a app style experience (only one product)… we focused in on what makes freelancekit special and removed the confusion. We were no longer going to go down rabbit trails and offer side products and side stories on ideas that took people away from our core offering.
Our tagline was inspired from a colleague who works within an Advertising Agency in Chicago… “Business contract templates that win you more gigs” and “Focus on your film, not the paperwork.” We wanted to clearly state what problem we were fixing for our creative freelancers… giving them more time to focus on their film projects. StoryBrand touches on this point within the book “Building A StoryBrand” if you haven’t read it yet.
The response has been fantastic! Our visitors are no longer confused on what is being offered and they can clearly see what is inside each template.
Working With Us
Want to learn more about our process and start implementing your own StoryBrand journey? Or better yet, contact us to guide your company through the StoryBrand process. Head on over to Hattford.com and let’s get in touch!
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