MINTS Breakdown Part 3: Co-Create A Narrative That Sells On Your Behalf

Stop deals from stalling mid-funnel

Fluint helps you co-create compelling, executive-level narratives with your Mobilizers to script internal buying conversations through written content.

→ Join top performers from 500+ companies selling complex deals with their buyers.

Welcome to Lesson 23 of The Purposeful Performer!

The majority of selling happens when you're not in the room.

Transform verbal conversations into compelling written narratives using the PR/FAQ framework to help your Mobilizer evangelize your transformation story internally while you're absent from critical decision-making moments.

Total points up for grabs: 35

The majority of selling happens when you’re not in the room—so give them something valuable to talk about

The most successful strategic sellers here in the community (and that I’ve worked with throughout my career) understand a fundamental truth: your biggest deals aren't won in conference rooms—they're won in the conversations that happen after you leave.

While most sellers obsess over perfecting their pitch deck or refining their outreach sequences, they're missing the most critical piece of the puzzle. The executive you're engaging with will have dozens of internal conversations about your solution / business case / proposal. They'll field questions from colleagues, push back from skeptics, and requests for clarification from stakeholders who weren't in your original meetings.

If you haven't equipped them with a compelling story that they can easily share and defend, your deal dies in these unseen moments.

This is where the third component of the MINTS Framework (Narrative) becomes your secret weapon. This component encourages you to work backward from the customer's desired outcome (or a better experience for their customers), creating a narrative that reads like their internal success story rather than your sales pitch.

Here’s where we’re focusing today:

The best way I improved my narrative business writing was through the PR/FAQ

Even when I was back in Mid-Market sales in 2014, I wasn’t shy in using the power of writing to support my sales efforts (here was my first long-form article on LinkedIn).

But it wasn’t until I graduated to strategic accounts that I could leverage the full power of writing to unlock millions in annual recurring revenue in a relatively short period of time, specifically writing in a way that invited my Mobilizers to co-create the business case with me.

In my first two years as a strategic seller (2018 - 2019), I had done well enough to write “emotionally sensitive” client-facing pieces (as my CRO would call them), to lock in $11.1M in ARR in 24 months (against a quota of $3.3M ARR).

But in 2020, when I was asked to spearhead an internal movement called Project Beehive, where we had to figure out how to design the future of work for our 1,300-person company, I learned a particular writing framework that accelerated these results.

It’s called the PR/FAQ (Press Release + Frequently Asked Questions) and it comes from Amazon. LivePerson at that time, had a large influx of key executives come over from Amazon, particularly on the Product team, where the PR/FAQ is used to launch new products.

This way of writing (and thinking) had a profound effect on me (and my results). From 2020 - 2021, I was able to generate $16.3M ARR (against a quota of $8M ARR). Since this was smack dab in the middle of Covid, working asynchronously (and thus the persuasive power of writing and co-creating) was more critical than ever.

I used writing, particularly the PR/FAQ as the starting point with my prospects, and that eventually (and organically) transitioned into a Business Case, then Proposal, Contract, and then ultimately the Project Plan.

And there is no better thought leader on this motion than my friend Nate Nasralla, whom I’ve invited to break down exactly how to draft a PR/FAQ so you can invite your Mobilizer to co-create a final version that gets circulated inside their org to pave the way for a mega transformation deal business case.

In fact, Nate and his team have built his company Fluint (in case you didn’t notice at the top, they’re also sponsoring this week’s lesson) to help strategic-oriented sellers generate tailored, account-based documents at scale using a library of proven frameworks (like the PR/FAQ) so you stop deals from stalling mid-funnel.

Nate will break down exactly how to draft a PR/FAQ below, and in the Mission, I’ll share an exact copy (redacted of course) that an Inner Circle member, Michael, used to close a $300K deal with a major cable company last December which allows him to actively pursue an 8-figure transformation opportunity within their business.

Pro tip: The key is not to treat your first version as a final draft, but instead, a purposeful (good enough) first draft to intentionally invite your Mobilizer to co-create the final draft together. Think 80/20 here.

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