1. The Awareness Stage
When potential customers become aware of a challenge or need answers to their questions, they begin looking for information to help them find a solution. They might not have put a name to their problem yet — and they might not know your company. This means you have the opportunity to connect on an emotional level with prospects by helping them articulate their need while positioning your brand as a valuable resource.

Think of the awareness stage as your story’s introduction. It’s when buyers first discover and interact with your brand, so your story needs to capture the audience’s interest right away — and keep them coming back for more. Through StoryOne, you can:

• Tell them tell your story in a video
• Send them helpful content in emails
• Connect with them on social media
• Illustrate a solution to their challenges in infographics

2. The Consideration Stage
Once potential customers have defined their problem, they begin considering potential solutions. Although they may be aware that your brand offers a solution, they’re still evaluating the competition, comparing prices and determining which company is the best fit for their specific needs and situation. By presenting helpful and unbiased content that guides your audience through their options, you differentiate your brand from your competitors.

The consideration stage becomes the rising action of your story. It’s when buyers build interest in your offerings and begin to think of your brand as a thought leader. By delivering a story that builds your brand credibility and relates to your audience’s specific challenges, you become their go-to resource. Using StoryOne, you:

• Help your audience further understand their options in e-books
• Showcase your brand thought leadership in white papers
• Provide expert guidance online through web content

3. The Decision Stage
Now your potential customers are ready to decide which company’s product or service will meet their needs. They’ve done their research, they’ve investigated their options and they’re ready to take action. Your content now should offer targeted value and allow your audience to envision their problem being solved — relieving stress and leading to positive outcomes.

The climax of your story is when your audience makes their final decision. It’s when buyers realize that your product or service is the solution they’ve been looking for. By crafting a compelling story that speaks directly to your audience and addresses their pain points, you can guide them toward this critical moment and help them see the value in what you have to offer. Our StoryOne process enables you to create urgency around decision-making, helping your audience:

• See themselves suceeding through case studies
• Gain in-depth product information in data sheets, demos and use cases
• Understand the value of your offering in comparison guides

4. The Nurture Stage
The final act in your story begins once your audience becomes a customer: You need content that shows you care about them beyond that initial sale. A happy customer is not only more likely to recommend your brand to others, but they’re also more likely to be a repeat customer — and perhaps even spread the word about your brand.

Just like the conclusion to any story, the nurture stage is your chance to leave a lasting impression. Your final act should empower customers with the information they need for success while also ensuring that they feel valued and appreciated. Through the power of your storytelling, your customers can become your biggest advocates. With StoryOne, you continue your story beyond the sale by creating:

• Training documents to empower customer success
• Promotions to encourage additional engagement
• Peer-to-peer networking events to make advocating for your brand easy