Help your dream customers see you as their guide and your offers as their path to success.
Do you use sales funnels?
Do you try to write stories for your lead magnets, sales pages, and one-time-offers?
Do these stories often fall flat?
When you do write a story that successfully brings in leads, sales, or traffic, did it take you forever to write it?
Are you even sure exactly how you did it (i.e., you haven’t been able to do it again)?
There is a framework for creating compelling stories every time, that will make your dream customers see you as their guide and your offers as their path to success.
Read an example story built with the FCL Framework:
- Entrepreneur – Philip L, male, 35, founder of MENs
- Offer – MENs: $297 monthly subscription program where a committed network of men mentor, educate, and nourish fellow men for better health and wellness.
This is the story of how MENs happened for my friend Steve, a 36-year-old financial analyst. About a year ago, he was single, overworked, unhealthy, alone. He felt and looked bad. He knew it, and it was quite paralyzing.
“Ah!” The pain in Steve’s side had returned, forcing him to the bathroom. Working late—Steve is a Wall Street portfolio manager—he was thankful no one else was there to see. After a while, Steve came out of the stall, sweaty and unkempt. He looked in the mirror—it wasn’t pretty.
That pain sent Steve to the doctor.
On his way, he ran into an old friend from college. Gary was here for work but had brought his family to do a bit of sightseeing. The contrast between the two of them couldn’t have been greater, and they both felt it. All Steve wanted to do was get out of there, so he said he was late for an appointment, cutting off their conversation. They exchanged business cards, but Steve never intended to call Gary.
Steve was startled as the doctor came into the room—he had been staring at Gary’s card. The doctor explained to Steve that his EKG and other tests showed he was becoming at risk for angina and hypertension and that he shouldn’t have these kinds of test results at 36. The doctor was worried he might not get to 50.
Steve started to sweat. His father died at 48 of a heart attack.
The doctor recommended that Steve start exercising, eat better, and get more sleep. Steve promised, but deep down inside, he wasn’t sure he could / would do it.
A week later, his promise to the doctor still loomed.
Steve resolved to try something at least and opened Google. ‘Exercise programs’ yielded four billion results, and for a moment, that felt overwhelming. But his father—who he lost in high school—wouldn’t leave his mind.
Steve picked one of the links and bought an 8-week program. “I can do this,” Steve thought.
The package arrived quickly, but it took Steve five days to open it.
The exercise book’s first step was to warm up—touch your toes. It didn’t go well. As Steve leaned over and reached, his left hamstring cramped, and he fell to the floor in pain, trying to straighten his leg.
He grabbed the book and threw it across the room in frustration.
After a while, Steve got up. The book had landed by a table with Gary’s card on it.
“How did Gary look so good and seem so happy?” He picked up the card, debating whether to call. “What am I so afraid of?” He took out his phone and dialed. The call went to voicemail, and Steve, unfortunately, left an awkward message.
Gary, of course, called back. His concern and encouragement surprised Steve—Gary wanted to talk. Steve took a deep breath and explained everything.
When Steve had finished, Gary shared that he was in a very similar state two years ago. He, too, had health issues and was so stressed at work it almost ruined his marriage.
“Thankfully, I found the answer,” Gary said. “Mentor, Educate, and Nourish—MENs. It’s a mind and body framework with a great member community.”
Gary said he learned of MENs when he reached out to a former colleague for advice, just like Steve had done.
Steve was blown away at Gary’s transformation and the concept of MENs. Gary offered to be Steve’s sponsor if he would join. Of course, Steve said yes.
The next day, Steve received his first MENs email, asking him to answer three very personal questions. After replying, he received a series of additional emails from his MENtors. As he read them, he started to well up with hope.
Fast forward a year, and Steve is 35lbs lighter and has two great checkups at his doctor. He can even touch his toes. That became his mantra—when faced with a challenge, Steve thinks about his toes.
Looking at his phone, Steve notices a new MENs email. He just got matched with a new member who needs financial help.
Steve has become a MENtor too.
This is a Tiny story, one of five story lengths the FCL Framework can help you produce.
Ready to write stories like this for your business?
Get the FCL Framework
The FCL Framework is the best method for structuring and writing stories that create belief—belief in you as the guide and your offers as the path to their success.
How to Create More Drama in Your Stories
The most impactful stories are full of drama. Learn this simple strategy to jam-pack the stories on your sales funnels with dramatic moments, so your dream customers can’t stop reading.
The Secret to Better Storytelling
The one critical idea you must master to write better stories—and it’s not what you think. Don’t try to write another story until you learn this one secret.
