The 5 Elements of Drift’s Powerful Strategic Narrative

One of the most powerful ways to turn prospects into aspiring heroes is to pit them against an antagonist. Both Cancel and Gerhardt execute a total Ninja move by including themselves in the legions of marketers and salespeople seduced by the enemy. Instead, they’re inviting you to join them in a...

Cancel's keynote doubled as a launch announcement for a new feature called Drift Email. With drift Email, prospects can react to an Email instantly by, for instance, booking a Demo without waiting for you to Email them back. Drift Email is smart, cannot be abused and is real-time.

Of course, even if you’ve laid out the story perfectly, audiences will be sceptical. As they should be since your Promised Land is by definition difficult to reach!

So you must present evidence of your ability to deliver happily-ever-after. The best evidence is stories about people—told in ...

Cancel's entire team seems Maniacally focused on getting customers to the promised land. Once you pinpoint the promised land, you see monsters everywhere, each an opportunity for profitable new features. If drift hasn't already conjured up magic for Taming those beasts, it is on the way.

No matter what you’re selling, your most formidable obstacle is prospects’ adherence to the status quo. Your primary adversary, in other words, is a voice inside people’s heads that goes, We’ve gotten along just fine without it, and we’ll always be fine without it.

How do you overc...

It's wildly effective to introduce your promised land, as Drift does. However you do it, your promised land should be both desirable (obviously) and (b) difficult for prospects to reach without you. If you don't, you'll be a failure.

Instead, first, present a glimpse of the “Promised Land” ...