Shaping Your Story
Seven Formats for Creating Better Content
When’s the last time you watched a commercial without being forced to? Companies keep making the mistake of advertising to unwilling consumers, rather than appealing to ready consumers. Why? People don’t like being sold to. Selling feels forced and aggressive. Hell, even advertisers don’t believe in ads. So how do you introduce people to your product, without advertising? You tell them a story, and let them come to you. (Contently)
In case you don’t have time to read the iconic 700+ pages of Christopher Booker’s “The Seven Basic Plots”, here are seven stories businesses can use to create engaging content for their audiences:
Number One: Overcoming the Monster
A hero defeats the Big Bad.
Overcoming the monster is an ideal choice for brands with over-saturated markets. Create a character that people can relate with, whose inner drive matches the brands mission, and then position them against a big, unbeatable antagonist. Your audience will relate with the underdog protagonist, and connect with your company’s mission in an authentic way.
Examples: Jurassic Park, Sherlock Holmes, Super Mario Bros
Best For: New brands looking to take on bigger competitors.
Number 2: Rags to Riches
A fortune gained. A fortune lost. A greater fortune found.
Everyone loves a good rags to riches tale. It makes people feel that anything is possible. This is perfect for brands that offer once in a lifetime services or limited purchase potential (think real estate or higher end goods). Try not to position your brand as the hero, but as a helpful tool for the hero’s journey from peril to pleasure. A short film rather than a series, is a better option here, but both can work well.
Examples: Cinderella, Trading Places, The Fresh Prince of Bel-Air
Best For: Brands with mostly one time customers.
Number Three: The Quest
Friends help a voyager on a dangerous journey for the prize.
If you have something you can teach your audience, whether a lesson or a skill, this is a great format for you. On a quest, the important thing what the characters learn along the way. Humans value discovery above most things and the quirky characters that populate quest stories give viewers a mirror of themselves and their loved ones.
Examples: Lord of the Rings, Dora the Explorer, Dead Space
Best For: Brands with a mission to educate.
Number Four: Voyage and Return
A trip to a strange land leads to lessons learned.
Much like The Quest, the Voyage and Return journey is all about learning. This type of story is great for brands with big missions, as the main character returns home with knowledge that will better the lives of their community. This format is great for films, and helps bring home a mission statement in a way that entertains and moves customers.
Examples: Moana, Back to the Future, Mad Max: Fury Road
Best For: Brands trying to change the world.
Number Five: Comedy
Characters overcome adversity for a happy ending.
Comedy is, of course, a great choice for branded series and films. Built to make people feel good, it’s a natural way for companies to connect with customers and associate the brand with positive feelings. Again, let your characters interact with your products and services organically, rather than making it the central focus.
Examples: One Day at a Time, Juno, Best in Show
Best For: Brands who want to build customer loyalty.
Number Six: Tragedy
A character’s flaws become their downfall.
Use this story structure with caution, as used incorrectly, it can make brands look bitter or overbearing. However, if you’re in a market with major customer complaints (cable, insurance, banking, etc…), you may be able to use it. Positioning flaws in the market as obstacles for your main character, you can connect with your audience through shared indignation. Keep your brand waaaay in the background on this one, so people don’t subconsciously associate their negative emotions with you. If your company solves the pain points your content presented, you’ll need no more than your logo in the credits to pull in customers.
Examples: Thelma and Louise, Moulin Rouge, American History X
Best For: Brands looking to capture flagging markets.
Number Seven: Rebirth
Something forces a character to become a different person.
Again, this is a story structure to be used with caution. To pull this story line off, your product or service needs to be the reason for the character’s change. This is tricky, because brands risk being seen as heavy handed. No one wants to make the infamous “Pepsi Cures Racism” mishap. Remember, your product or service is an impetus for change, not a solution for complex problems.
Examples: It’s a Wonderful Life, Pulp Fiction, The Frog Prince
Best For: Brands who want to build their customer base.
