When businesses talk about themselves, customers don't listen. Learn how the "hero's journey" can help you construct effective marketing messages that guide and support your customers in tough times.
- Just about every successful book or movie follows something called the hero's journey, and this is a three-part framework that makes a story feel compelling. In the first part of the hero's journey, the hero has departure. He leaves his comfortable homeland to go on some sort of journey. At the beginning he's reluctant. Usually they're accompanied by a guide or a mentor to help 'em along the way. And that goes into part two, initiation. This is where they really encounter the bulk of the struggles of their journey and overcome those struggles. And in in part three they return to their homeland. They're a hero, and they pay it forward to other people in their community or home. And now the important part to understand here is we are the hero of all of our own stories. So your company, when you're serving customers, you cannot be the hero of their story. They're already the hero of the story. What we need is more guides. We need people to help us be a successful and celebrated hero in our story. So in your marketing you need to think about am I helping my customer be the hero of their own story? Because when you help someone be a hero, they pay attention. That's why marketing tells you to add value. When you're helping people feel like the hero of their own story, they're more likely to keep paying attention to you. So in all of your marketing, look at it, ask yourself, "Am I playing the role of hero? "Or am I playing the role of guide for my customers?"