What's the story with your marketing funnel?

The marketing funnel is something that comes up frequently in general marketing discussions. In many of these discussions, there is a fixated focus on the individual sections of the the funnel and the conversion from the layer above (then scrutinizing the quantity of the number below). However, the marketing funnel can't, and shouldn't be viewed as only an operational marketing prospect assembly line. Do not forget that the marketing funnel is intended to be a holistic and appealing pathway for the prospect and/or customer (to the benefit of the business, of course). In this sense, the best case marketing funnel is the same as a book that you just can't put down.

This book that you can't put down probably has chapters in it. The author of this book would also prefer that you read the whole book - not just a few chapters. In this sense, the author is counting on a very high
conversion rate from chapter to chapter. Now I have not seen many writing workshops titled, "How To Get Your Chapters to Convert at Higher Rates." No, usually this is just called good, solid, creative writing.

With all this being said, if I asked you what the book you are reading and just can't put down was about, you probably would not choose to fixate and only describe individual chapters. You would tell me what the entire book...is about.

So let's get back to your marketing funnel, and let's see the sections of the funnel as chapters in a book. Now ask yourself and tell me...what's the book about?

That's the true purpose of your funnel. There's your marketing story.