When Alice came tumbling down that tunnel she was just like a visitor that clicked on an ad. She reaches a room where everything is small and thus she adapts her mind to understand what her options are. Happily she doesn't have to think too hard: the furniture is small, the lamps, tables and chairs. 

Alice's mind spins her towards the obvious realisation - she needs to align herself with what her surroundings are telling her - she needs to solve a problem. The problem is that she is not fitting in with what the room is projecting. She spots a bottle that says "drink me". Thus, she can either drink the bottle or try to crawl back up out of the room. If she leaves, however, she would not have satisfied her curiosity. Alice drinks the bottle's contents and the rest is history. 

The same principles apply in web marketing: 

1. Get the user down the rabbit hole (click that ad!)
2. Put them in an environment that they feel compelled to leave (excite them)
3. Provide them with two options: move onwards or leave.
4. Pique their curiosity on what lays beyond
5. Into Wonderland here we go! (aka a conversion)

The craftsmanship of on-line marketing is in our ability to tell a tale that captures our imagination and electrifies our audience's soul with a promise. We can solve your problem! 

Writing an epic story such as Lewis Carroll's story is not needed. However, do consider what makes a great story what it is. Emotional connection, struggle, hope, triumph or a loss. All these elements are critical to consider when engaging our audience.