These days, the foundation of each effective marketing campaign is an engaging story. The reason is, that stories are effective. Good stories are effective and profitable. Now the issue is: what criteria do businesses use to select stories? What makes them work so well? What elements of history resonate with individuals the most? As it turns out, the fundamental plots are what matter.
A book written by Christopher Booker, an English journalist and writer, was released in 2004 under the title "The Seven Essential Plots: Why We Tell Stories" (The Seven Basic Plots: Why We Tell Stories). Within it, he discusses the so-called plot archetypes, which are themes that are shared by practically all of the world's cultural legacy. The reader is persuaded by the author's statement, "No matter what story you tell, it will in some way belong to one of these plot scenarios."
All of these things have been there since ancient times, but today, businesses do more than just incorporate their philosophy and values into them. Think about the seven stories separately.
Get rid of the monster
A famous story shows how good and evil will always be at odds with each other. The hero beats the scary monster or dark force. You can find stories like this in Greek mythology, American westerns, and well-known superhero books.
In marketing, the brand continually helps the hero beat the "evil" because the hero is super strong, smart, and can always find a way to get what he wants. For many years, "Toilet Duck" has been killing germs and cavities with Orbit.
The Apple advertisement for "Big Brother: 1984" took advantage of this method. The biggest rival, IBM, which was the market leader at the time, had its garden pelted with a huge stone. She was the one who meant apple marketers in the Big Brother Orwellian sense.
Best for: Presenting the story of a little corporation up against a large opponent, the founder's company fighting personal or professional spirits or an abstract combatant with set protocols.
From rags to riches
The hero, who is abandoned, endures several defeats and disappointments, but one miraculous incident completely changes his life. The hero does not experience any personal development or progress throughout the story, in contrast to the previous narrative. Only the will of fate, which bestows upon him a great gift, can bring about delightful changes. These changes include both successes and trials. There are also instances in which it is even capable of returning the same gift; just think of the classic fairy tale about Cinderella here.
Dickens' "Great Expectations" and "David Copperfield" are examples of plots in literature and movies, as is the story of the renowned "Wolf" from Wall Street and an entire genre layer of comedies in the format of "Millionaire Reluctantly."
Dickens' "Great Expectations" and "David Copperfield" are examples of plots in literature and movies, as is the story of the legendary "Wolf" from Wall Street and an entire genre layer of comedies in the manner of "Millionaire Reluctantly."
Among worldwide companies, Johnny Walker, the founder of the same-named company, effectively leveraged this scenario. The image of a humble Scottish person who unexpectedly got an important inheritance and became famous was appropriate for the initial advertising posters and product presentations.
Excellent for: discussing the value of taking lessons from your errors and the idea that miracles can occasionally occur in the harsh world of business.
Quest
To reach his destination, the hero must endure a perilous and lengthy trip filled with adventures and many challenges. What sets this archetype apart from others is the presence of purpose. The ancient Greek "Iliad" and the hobbits in The Lord of the Rings are two examples of fairy tales and modern literature that use this story device.
In advertising, this storyline describes scenarios in which a character, who is a customer in this example, encounters a problem. It may be anything as routine as a washing machine scale or as monumental as a big sauce stain, or it could be something more global in scope.
Taking a trip in the literal sense is not at all required. A family member who knows how to save strong soap or a brand icon like Mr. Proper might be able to solve the issue.
Best for: stories about new businesses and entrepreneurs who overcame challenges on their way to success.
Round Trip
The main character travels to an unfamiliar location, meets new individuals, and overcomes the entire sequence of challenges to return home. Friendships made along the route, as well as knowledge and wisdom gained, assist in dealing with all of the problems and finding a path of return.
The title of the plot quickly makes us think of Bilbo's story from Tolkien's "The Hobbit or There and Back Again." Homer's "Odyssey" is another great example. People have always been interested in going into the unknown. Tour companies and airlines use this method to promote a new, delightful world and incredible discoveries.
Good for: discussing the positive aspects of the new experience and the lessons acquired by the team or the organization as a whole from the founder's symbolic "journey."
Comedy
Laughter is the most powerful feeling. People are eager to share humorous information with others because they like being entertained. The primary benefit of humor is that it helps us decompress and laugh off outside issues. This is why comedy works so well. Furthermore, the humor is well remembered, which is directly corroborated by the well-known beard jokes.
On the other hand, marketing efforts that have comedic elements are not very common. Getting the crowd to laugh is far easier than getting her to cry, become irritated, or even angry.
Useful for: making a critical point about the company's early struggles or the industry's overall shortcomings.
Tragedy
Fear, which is the antithesis of laughter, features prominently in the second-oldest storyline, which is also based on humor.
By using fear as a method of persuasion, it is essential to instill in the audience a sense that calamity is guaranteed to occur. When it comes to social advertising or marketing for businesses operating in the industry, this is typically the driving force behind it. protection from harm.
As a result of the fact that a tragic conclusion does not sell well, there is a school of thought that suggests it is not advisable to employ the narrative of the tragedy in the advertising of "ordinary" businesses. On the other hand, the fact that a sizeable portion of the audience enjoys extreme entertainment and the horror genre gives rise to the notion that the potential of this archetype might not be completely communicated.
For what purposes is it appropriate: to discuss issues that affect the entire world and to openly share personal experiences with the target audience of the brand?
Rebirth
Businesses going through reputation crises, economic downturns, or other experiences that represent death and resurrection could benefit from this plot point. Both internal and external variables might contribute to a crisis. The advertising campaign serves as a window into the brand's rebirth, which it is now experiencing. Two firms that used this plot point a decade ago—General Motors and Lego—were in the midst of bankruptcy.
You or your target audience will feel deeply connected to the uphill battle of making something fresh out of something old and discarded if "revival" is your marketing slogan.
Suitable for: rebranding or tell the tale of how the business weathered the storm.
Creating stories that captivate audiences is a hard task. The fact that marketers don't need to invent an entirely new narrative makes this process easier. They all originate in the mythology and folklore of many peoples and were developed a long time ago. After deciding which one is most suited for a certain business or advertising campaign, the pros will modify it and share your incredible story with the world.