THE MARKETER'S GUIDE TO
INTRODUCTION
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There's a tried and true formula to every great story. It happens to also be the basic outline to a captivating buyer's journey. Story cycles build narratives that allows for stories to be build upon one another, creating worlds of imagination such as Star Wars and The Wizarding World of Harry Potter. Great brand stories follow this natural progression of storytelling and seldom try to reinvent the wheel. Instead, they add and mix archetypes to create variety.
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Great stories happen to those who can tell them." --Ira Glass |
Chapter 1: The BackstoryWhere did you come from, where are you going and what brought you here? Your backstory explains why your story matters. With all great stories, we begin ours with the end in mind. This is your brand's vision, mission, and core values. This is also your industry and market.
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Chapter 2: The HeroYour hero is your ideal consumer. Understanding the complexities, wants, and fears of your hero allows for more relatability between both the brand and the audience. Character archetypes tap in to human collective unconsciousness to connect audiences emotionally to the journey of doing business with you.
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Chapter 3: The StakesWhat does your hero want to achieve? We revisit your vision and mission statement to align with your buyer persona's core diving motivation. What compels them to towards success or the reward of your product or services?
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Chapter 4: Call To ActionDisruption and change; The challenges we face that propels us to take action. Without conflict, there is no story. What has changed, is changing, and needs to change that makes your unique value proposition timely, relevant, and necessary?
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Chapter 5: The AntagonistsWhat are the internal and external factors that pose as obstacles or antagonists standing in the way of your hero's goal? Understand the market tension to raise interest in your brand story. What market trends and leaders will you have to battle to have a seat at the table?
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Chapter 6: The MentorThis is your brand's unique value proposition, promise, gift, personality, and solution to your hero's challenges. Of the twelve character archetypes, which one be describes your brand? By articulating the mentors role in our brand story, we can convey why the hero would need our product or service.
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Chapter 7-9: The JourneyThis is your sale process from beginning to end. From the moment the consumer discovers your brand to the moment they become a brand ambassador, your journey must outline every step of the way. We break this down into a three step sales funnel.
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Chapter 10: The Victory The victory is the climax of your story and the sole reason your hero decided to take on your buyer's journey. Paint the picture of your consumer's first success story with your brand and how will they realize it. How will you be there to celebrate it with them? What can your brand do to share in the hero's success?
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Chapter 11: The MoralWhat is the moral of your story that connects the values you and your brand share with your customers? Reveal the foundational truth that anchors your connection to the audience by connecting your value with theirs.
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Chapter 12: The RitualWhat will make your audience come back wanting more? What will get them hooked and excited for whats coming next? I can't help but think of how excellent Marvel's ending credit shorts consistently uphold the ritual and continues to build open ended stories. Your brand rituals will move the market to your beat.
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The stories we tell literally make the world. If you want to change the world, you need to change your story. This truth applies both to individuals and institutions. --Michael Margolis
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ABOUT ANTHONY NGUYENI'm a creative sales and marketing strategist at InThink Agency, a full service marketing agency located in Worcester, Massachusetts and Providence, Rhode Island. I've worked hands on in the creative marketing industry since 2005 practicing multiple disciplines including design, sales, marketing, video and photography. I work with small to medium sized businesses and start-ups, creating effective brand stories and marketing strategies on shoe-string budgets.
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