Have you ever wondered why you don’t have customers despite all of your marketing efforts? It’s because of this big marketing secret: people zone out from information or data presented to them if they think it has nothing to do with their survival.
People are like, “So what if you’ve developed a new toothpaste? I’ve got something more important to think about.” “So what if you have a Michelin-star restaurant? I’ve got something more important to do.”
It’s a common problem that most marketers face; the main reason their marketing efforts fail.
What Is the Marketing Secret?
If you’re one of these marketers, you’re not alone. We’ve been there, and we used to put our customers into daydreaming too when we tried to communicate our brand and products with them. But not anymore!
This marketing secret has helped us clarify our message, and our customers and businesses have grown into success.
We want you to experience the same, which is why we’re sharing this marketing secret: the power of story.
Why Story?
It’s ingrained in the human DNA to love hearing stories. Movies and books prove that story is a powerful tool to make people tune in and immerse themselves into a material. It breaks the triggers that make people zone out while communicating with them.
With a story, you give people a reason to listen to you.
But how am I going to use it in business or marketing?
That’s where the framework comes in. In marketing, there are two frameworks you can use: the messaging framework and the marketing framework. They revolve around the seven talking points and a story arc that allows you to introduce your brand engagingly.
The Seven Talking Points
The hero or the main character of the story
It’s a common mistake of most marketers or entrepreneurs to place their brand or product as the hero of a story. Because of it, the customers think that an offer has nothing to do with them; the reason they zone out or become uninterested. This is a marketing secret that every marketer should keep in mind.
A marketer should place the customers as the story’s hero, with a weakness, want, and need. This is another marketing secret that can help marketers connect with their audience.
For example, Harry Potter is the main character of a story. Harry, at first, is a weakling who doesn’t know he’s a wizard, doesn’t know how to harness his powers, and doesn’t know how to be loved. Because of this, he longs for love and friendship.
It’s the same as if you’re going to place your customers as your main character and find out their insecurity, wants, and needs.
For example, let’s say you sell skincare products. The main characters should be teenagers and young adults who want to feel more attractive.
Has a problem
Harry Potter has found friendships with Ron Weasley and Hermione Granger. But Voldemort, the villain, threatens Harry’s life and the lives of his friends and the community who has accepted him. The chaos and tragedies caused by Voldemort are external problems. This is a marketing secret that most successful storytellers know.
It makes Harry Potter feel angry, overwhelmed, and scared – internal problems. This is another marketing secret that can help marketers connect with their audience.
The wrongness of the situation is a philosophical problem. Harry Potter doesn’t deserve to experience the hardship of facing Voldemort. He should enjoy his stay at Hogwarts with his friends. This is a powerful marketing secret that can help marketers create a deeper connection with their customers.
Your customers also have a villain, external problem, internal problem, and philosophical problem.
As for a skincare brand, the villain can be acne or blackheads. The feelings of insecurities and unconfidence caused by this villain are internal problems. The external problem is when this villain causes them to shy away from going to parties and social events. The philosophical problem is the wrongness of being in this situation, as they deserve to have blemish-free skin and feel confident about themselves.
The guide helps them.
Like Harry Potter’s teacher, Albus Dumbledore, your brand is your customers’ guide, someone who provides empathy and authority.
The guide’s role is to help the main character by giving them a plan and challenging them to take action.
The guide is a strong character, who expresses empathy by saying, “I understand,” “I get it,” or “I know.” The guide also shows authority by being the right person to direct the main character on the right path.
The plan
The plan is a set of actions a hero must take.
It sets the direction, aiming to remove the hero’s dilemma or doubts.
In Harry Potter, Albus Dumbledore asks Harry to take a few steps before taking action to face Voldemort. It’s to find the Horcruxes that will weaken his enemy.
As a marketer, a plan is commonly in three to four steps, for example:
- Choose your skin type
- Use the (skincare product)
- Have smooth, radiant skin
Call-to-action
The call-to-action is where the main character puts skin in the game, like how Harry must die first to weaken Voldermort and fight him.
In marketing, the call to action is where the customer should take action by buying your product in exchange for a bit of a sacrifice, such as money or an email address.
Failure
The failure happens if the hero fails to take action or if the result doesn’t turn out well. If Harry Potter doesn’t come back to life or dies while defeating Voldemort in a fight, the wizarding and muggle world will be in chaos.
As a marketer, it’s your job as a guide to let your customers see the possibility of failure.
But be careful not to dwell too much on it because it will turn your customers off, and they won’t listen to you.
Success
Success is the part that you should spread thick on your customers. Make them realise what their life will be after they use their product.
In the film, Harry Potter is shown with his wife, accompanying their son aboard a train. His friends are there too to accompany their own children to school.
Like how success is shown in films, you should also make this part clear to your customers.
Example on How to Use the StoryBrand’s 7 Talking Points in Email Marketing
The Story Arc
The story arc is not a part of the seven-part framework. But it’s essential as it is the whole point around which the entire story revolves. The story won’t be as interesting without it.
If Harry Potter is initially a weak and abused boy, the story should shape him into a strong wizard who defeats Voldemort.
Your customers also have to undergo this transformation in your story, like in films and books. If your customers start as insecure and unconfident, they should be confident and feel attractive after using your product.
If you want to dive deeper into this marketing secret and learn how it can help you, read: What is the 7 Part StoryBrand Framework formula and visit our Facebook page for more guides!
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