It’s time you told a Star Wars story. And by that, I mean you need to take your prospects along a content marketing version of the mythic hero’s journey:
- The prospect starts off in the ordinary world
- The call to adventure is an unsolved problem or unfulfilled desire
- There’s resistance to solving that problem, until…
- A mentor (your content) appears to help them proceed with the journey
Your prospect is Luke. You are Obi Wan
When you put your prospect in the position of the main hero (Luke Skywalker), and your content as the mentor who guides or assists the hero on their journey of transformation (Obi Wan), it’s extremely powerful. You allow people to identify themselves within the context of an enduring mythical structure that also makes a hero out of your brand.
Some of the most effective advertising campaigns have tapped into the power of the monomyth that Star Wars adopted, thanks to Joseph Campbell.
While content marketing doesn’t require multi-millions in production costs, it’s helpful to see examples of how the hero’s journey has been used in the past to grow revenue. My favourite is….
Apple’s “Here’s to the Crazy Ones”
Apple has done a phenomenal job of storytelling throughout the years. Their Think Different television ad (the “Crazy Ones” commercial) is one of their best. It says nothing about selling computers, or even computers themselves. But what is does do is connect with a potential Apple user, by comparing them to the great geniuses of modern history.
The call to adventure to change the world is front and center, amplified by a powerful sense of identification with cultural icons such as Albert Einstein, Mahatma Gandhi, and Martin Luther King, Jr., plus business leaders like Richard Branson and Ted Turner. It highlights the feelings that many people feel; the same feelings that these widely successful figures felt.
It leaves you feeling inspired, understood, and more connected to Apple computers.