Marketers are agog over stories. For good reason …
A story lifts a person out of her ordinary world … and stories take her on a journey that ultimately leads to a vision of herself as a better version of herself.
This is marketing that educates your audience through the storytelling arc.
And one way to think about this process is episodic education. We are taking a page out of the playbook of cable television, motion pictures, commercials, radio, and animation.
But telling a good story is no easy matter. You need to know the elements that make up a great story. Which is why we marketers tend to lean on templates to tell those stories.
And one such template that we marketers are in love with is “The Hero’s Journey.”
But what is The Hero’s Journey? And who created it? And why should we care?