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HOW TO WRITE YOUR MARKETING HERO’S JOURNEY STORY

How to successfully write a Marketing Hero’s Journey Story.

The best steps, tips and instructions when writing your hero journey for marketing strategies.

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By Mau, Global Head of Marketing Strategy at eDigital.

THE HERO’S JOURNEY STORY IN MARKETING

You can adapt each stage of the hero’s journey into your customer’s journey and improve your marketing communications with real meaning using five archetypical plots and morals:

1. The Quest
2. Overcoming the Monster
3. Voyage and Return
4. Rags to Riches
5. Rebirth

A great interpretation of the Hero’s Journey was also coined by Christopher Vogler.

Whereas Campbell’s hero’s journey framework outlines an outer journey (i.e. a step-by-step progression in the physical world), Vogler took it a step further and added the inner journey: the emotional and mental transformation that takes place concurrently with the outer journey.

When paired, the inner and outer journeys make for a clear and concise interpretation of the emotional and mental state of the hero during each stage of her journey.

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HERO’S JOURNEY STAGES

1. Ordinary world: The hero’s world before she becomes aware of an impending problem (aka competitive nature) that she’ll need to fix. She’s unaware, uncomfortable, or uneasy at this point in the story: the beginning. The ordinary world provides a stark contrast between beginning and end, old self and new self.

2. Call to adventure: An event occurs that triggers awareness in the hero and she realizes that a quest for change is forthcoming.

3. Refusal of the call: Fear, self-doubt, or anxiety hold the hero back from committing to the call and pursuing what will become a transformational journey.

4. Meeting with the mentor: The “wise old man” (Obi-wan to Luke; Gandalf to Frodo; Fairy God Mother to Cinderella) who offers guidance, encourage the hero and instils the confidence to answer the call.

5. Crossing the threshold: The hero fully commits to her call and sets out on her journey of renewal.

6. Tests, allies, & enemies: The “new” world presents obstacles, enemies (competitors) and challenges (a “road of trials”) that test the hero’s strength, courage, and resilience. But she makes allies along her journey who offer their support.  It’s these very trials that initiate her transformation.

7. Approach to leaving the cave: The hero may face setbacks in pursuit of her goal, but she and her newfound allies adjust and prepare for their biggest obstacle yet by taking a different approach.

8. Ordeal, death, & rebirth: The hero confronts death or faces her biggest fear yet. But out of this confrontation comes a rebirth.

9. Reward: The hero celebrates the success of her journey, but the threat has not totally been eliminated.

10. The road back: The hero sets out on the road back to her regular life, and to face any last threats to her newfound “boon.”

11. Resurrection: The hero is tested one more time before returning home to her “normal” life (i.e. the climax). She succeeds. She experiences another death and rebirth, and the conflict that existed in the beginning of the story is resolved.

12. Return with elixir: The hero returns to her ordinary life with a physical or mental reminder of her journey, and she shares her newfound wisdom with the world. Her transformation is complete.

By adopting the hero’s journey set forth by Vogler, you can begin to see how inserting milestones from your customer’s personal transformational stories with your marketing can build a framework for a compelling story- a customer’s journey.

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MARKETING HERO’S JOURNEY GRAPH

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JOSEPH CAMPBELL HERO’S JOURNEY ORIGINAL GRAPH

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SIMPLIFIED MARKETING HERO’S JOURNEY GRAPH

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HERO’S JOURNEY STAGES GRAPH 

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MARKETING HERO’S JOURNEY GRAPH APPLIED TO MEDICAL INDUSTRY

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HERO’S JOURNEY WHEEL 

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HERO’S JOURNEY STEPS

Taking into consideration the hero’s journey into marketing campaigns can lead to more impactful marketing executions that resonate with audiences and drive meaningful engagement.

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HERO’S JOURNEY STAGES DIAGRAM

Marketers that consistently engage in storytelling through the hero’s journey can cultivate long-term relationships with customers, as they see the brand as a trusted ally in their personal journey.

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FILM AND MOVIES HERO’S JOURNEY GRAPH

The hero’s journey provides a clear structure that can simplify complex marketing messages. This clarity helps customers understand the brand’s value and how it can address customers’ needs or problems.

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HERO’S JOURNEY CINDERELLA – FAIRY TALE GRAPH

Movies like Cinderella, Finding Nemo and Lion King follow this hero’s journey.

Note: The hero journey induces emotions, which can drive purchasing decisions. By tapping into feelings of aspiration, struggle, and triumph, brands can foster stronger emotional bonds with their current and potential customers.

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🎬 Conclusion

The hero’s journey is a powerful narrative framework that can greatly improve marketing executions and results.

The hero’s journey structure resonates with customers and potential buyers of your brand because it mirrors real-life struggles and triumphs. When brands position themselves as guides in the customer’s journey, they create a deeper emotional connection.

By producing marketing messages within a hero’s journey, marketers can create compelling stories that keep customers coming back and attracting new ones.

By representing the customer as the hero, brands empower them to take action. This can encourage loyalty and advocacy, as customers see themselves as central to the narrative.

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HOW TO WRITE A HERO JOURNEY STORY

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