5 Storytelling Archetypes and How to Use Them in Marketing

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Storytelling has become a good method over time to build strong relationships with customers and a fast growing community of loyal people. Business professionals and entrepreneurs use stories as a powerful marketing tool to grab people's attention and influence them in their purchasing decisions.

A study conducted by Google and CEB Global found the benefit of using our student database that 71% of consumers who see personal value in a product will purchase it. Stories, as great literary agents that connect with people on a personal level, can be ideal for enhancing companies’ marketing efforts.

The Impact of Stories
Regardless of the plot or context, stories have one thing in common - they evoke emotion. Whether it's about a tragic event, a fight against an enemy, or a magical journey, they all come down to leaving a message for the audience.

Christopher Booker, author of The Seven Essential Plots: Why We Tell Stories, said that "there are, in fact, a small number of plots that are so fundamental to the way we tell stories that it is virtually impossible for any storyteller to abandon them."

These storytelling archetypes are useful when creating content, making your marketing more interesting and effective. Let's take a closer look at the five main archetypes and see how they can help you persuade customers and attract potential customers.

Archetypes of Narrative
1. Fighting evil

It's a storyline in which an evil force threatens a hero who restores balance to the world. The film, dubbed "Overcoming the Monster" by Booker, shows an epic battle between heroes and villains who strive for victory.

This is often seen in modern films and literature such as David and Goliath, The Terminator, Beowulf, and Jurassic Park.

The story ends with the main characters emerging victorious and the monsters defeated.

Try using this form of storytelling in your marketing to win the hearts of your customers. The good news is that you don’t have to defeat a physical monster to look triumphant. Addressing abstract issues like customer problems and concerns is one of the best uses of this story.

To do this, you need to present yourself as a hero who will save them from trouble. Show how the product or service is useful. Compare the advantages of the offer with those of competitors. For example, demonstrate how a handheld vacuum cleaner differs from larger analogues. Draw attention to its features, such as compact size, light weight and ease of use.

2. From simple to complex

Another common storytelling trope is the rags-to-riches archetype, where the protagonist struggles at first but eventually rises to the spotlight and reaches his or her full potential.

Cinderella, Pretty Woman, and A Knight's Tale are some of the most famous rags to riches movies. They all carry an inspiring message that anyone can achieve success by simply believing in themselves and improving themselves.

Telling stories about your business evokes emotions in people, which is important for attracting them. In addition, it is worth highlighting some of your clients' testimonials that will confirm your authority and business reputation.

3. Travel

A quest or journey tells the story of a hero who sets off to a magical land of adventures, obstacles, and rewards. Most of the time, the protagonist is accompanied by companions on his journey.

Popular examples of this storyline include The Lord of the Rings, The Wizard of Oz, The Hobbit, and Harry Potter. All of these feature a plot where the protagonist faces hostile characters and threatening circumstances.

To enhance your content marketing efforts, you need to be enterprising, bold, and ready to take on challenges. To influence your audience, you need to make them feel good about the brand. Be there for them before, during, and after the purchase. Stay in touch to provide the best customer experience.

4. Tragedy

Of all the narrative archetypes, tragedy is the only plot that ends horribly. A character faces tragic events, such as defeat or (sometimes) death.

Some movies with tragic storylines are Titanic, Romeo and Juliet, Gladiator and Hamlet. All these stories take a tragic turn, which is far from the joyful feeling of victory and happiness.

In the world of marketing, customers also have tough times. Sometimes they are torn between whether a product is useful to them and whether it is worth their money. In order to avoid getting into trouble, it is important to anticipate potential customer problems.

5. Travel and return

Like Quest, Journey and Return is also based on a journey. However, the plot of this story sends the hero from his or her ordinary world to an unfamiliar place, from where he or she will eventually have to escape to find the way home.

Alice in Wonderland, Back to the Future, and The Chronicles of Narnia are just a few of the stories that feature a journey-like plot. These types of films feature turning points from the mundane to dreamy enchantment or terrifying nightmare, as well as a thrilling escape and return.

If you need to take your marketing efforts to the next level, consider a few ideas from this storytelling archetype. Transport your customers to another world by presenting your product or service in a different way. Since people spend more time online these days, it’s ideal to promote digital and interactive content such as blog posts, white papers, videos, and infographics.

The art of storytelling is not only useful for creating unique films. Using stories in marketing and advertising can also give you an edge in sales to your target market.