You can’t argue with a story. And that’s why digital marketing legend Perry Belcher leverages storytelling to make sales. So, what makes people buy when they’re under the influence of story? And how can we harness an understanding of storytelling to sell real estate? Connect with Founders Club Host Oliver Graf on Instagram Perry is the cofounder of DigitalMarketer and the cocreator of Traffic & Conversion Summit. A serial entrepreneur known for his expertise in digital marketing and copywriting, he is a prolific author and sought-after consultant in the realm of growing an eCommerce business, driving web traffic, and increasing conversion. Today, Perry runs Olympus Peak Media, a digital marketing and membership company with 5.5M annual readers and a client roster of 500K. On this episode of Founders Club, Perry joins Oliver to share the DigitalMarketer origin story and discuss how his background in retail contributes to his success in eCommerce. He offers his formula for building a business around a domain name, explaining why he sees web addresses as land and where to go to buy available domains. Perry also describes his ‘peel the onion’ approach to writing headlines and weighs in on the top tools for writing copy that converts. Listen in to understand the relationship between storytelling and sales—and learn how to apply the story arc for effective real estate marketing! Key Takeaways [1:23] Perry’s background in business Retail, manufacturing, eCommerce and digital marketing Partner with Ryan Dice on DigitalMarketer [6:50] Perry’s insight around domain names View as real estate (buy and register for 10 years) Build site with content to increase value [13:26] Resources for buying domain names Registercompass, JustDropped and Undeveloped Use NameJet for domain auctions [19:16] Perry’s formula for picking winning domains Product people need Over $100 Hard to find in local market Don’t sell on Amazon [22:31] The DigitalMarketer origin story Met partner at mastermind Made $9M in first 7 months [28:07] The relationship between storytelling and sales Creates connection with consumer Make promise, tell story + call to action [35:57] Perry’s explanation of the story arc Set the scene Introduce characters ‘Story cliff’ [43:19] How to adapt the story arc to real estate History of home Imagine… [51:12] Why story is key to persuasion Puts prefrontal cortex to sleep Reptilian brain releases happy chemicals [1:03:40] Perry’s ‘peel the onion’ approach to writing headlines Figure out what customer really wants (the WHY) Make replacement offer, not improvement offer [1:09:30] Perry’s favorite online tools and software Hemingway app to write to grade level Natural Reader reads copy back in human voice