Standing out in the crowd and getting cut through is the dream of most small to medium businesses (SMBs). From financial planners to aged care to manufacturers, SMBs are inundated with marketing advice, and differentiating your brand can feel like an impossible challenge. Yet, the secret to captivating your audience and driving growth might lie in an age-old storytelling structure: the Hero’s Journey.
This narrative framework, used in everything from ancient myths to modern blockbusters, can be a powerful tool in crafting audience-focused content that resonates deeply and builds lasting connections. Therefore, by understanding and applying the stages of the Hero’s Journey to your content strategy, you can take your audience on an engaging journey that not only showcases your brand’s value but also positions you as a guide in their own story of success.
In this article, we’ll explore how to leverage this timeless storytelling technique to create compelling content that speaks directly to the heart of your audience, setting you apart in the crowded landscape of small business marketing and investment funds.
What is the Hero’s Journey?
“The Hero’s Journey” is a narrative framework that outlines a hero’s typical adventure on an epic quest. It was popularised by Joseph Campbell in his book “The Hero with a Thousand Faces.” This structure is universal, found in myths and stories across cultures and time periods. Notably, it’s been used in iconic films like “Star Wars”, Harry Potter and “The Matrix,” where the protagonists, Luke Skywalker, Harry and Neo, respectively, embark on transformative journeys. They start from ordinary worlds, receive calls to adventure, face trials, receive aid from mentors, and ultimately return transformed, having achieved their goals and gained new insights.
Read more about the Hero’s Journey in storytelling here.
The 12 Steps
This structure resonates because it mirrors our own life experiences, taking us on a journey of growth, challenge, and transformation. The 12 steps of the Hero’s Journey are:
The Ordinary World: The hero’s normal life before the adventure begins.
- Neo’s mundane life as a computer programmer, Harry’s life with the Dursleys, unaware of his magical heritage and Luke Skywalker’s life as a farmer on Tatooine.
The Call to Adventure: The hero is faced with a challenge or quest.
- Luke discovers a message from Princess Leia asking for help. Harry receives his Hogwarts acceptance letter. Morpheus contacts Neo, hinting at the truth about the Matrix
Refusal of the Call: The hero hesitates or refuses the call.
- Neo is initially sceptical and hesitant to believe Morpheus. The Dursleys try to prevent Harry from attending Hogwarts. Luke initially hesitates to get involved.
Meeting the Mentor: The hero meets a mentor who provides guidance.
- Luke meets Obi-Wan Kenobi, who introduces him to the Force. Hagrid introduces Harry to the wizarding world. Neo meets Morpheus, who offers him the choice between the red and blue pills.
Crossing the Threshold: The hero commits to the adventure
- Neo takes the red pill and awakens to the reality of the Matrix. Harry boards the Hogwarts Express and enters Hogwarts. Luke decides to join Obi-Wan on a mission to save Leia.
Tests, Allies, and Enemies: The hero faces challenges and meets allies.
- Luke forms alliances with Han Solo and Chewbacca and faces challenges from the Empire. Harry forms friendships with Ron and Hermione and faces challenges in his first year at Hogwarts. Neo trains with Morpheus and the crew, facing challenges in the simulated world.
Approach to the Inmost Cave: The hero prepares for a significant challenge.
- The team plans to rescue Morpheus from the agents. Harry discovers the plot to steal the Philosopher’s Stone. The team sneaks aboard the Death Star to rescue Leia.
The Ordeal: The hero faces a major obstacle or crisis.
- Luke and his allies escape the Death Star, but Obi-Wan is killed by Darth Vader. Harry faces various challenges and ultimately confronts Voldemort. Neo confronts Agent Smith in a life-or-death battle.
The Reward: The hero achieves a victory and gains a reward
- Neo discovers his powers as “The One” and saves Morpheus. Harry prevents the stone from being stolen and saves the day. The team delivers the Death Star plans to the Rebel Alliance.
The Road Back: The hero begins the journey back to their ordinary world.
- Luke joins the Rebels in a mission to destroy the Death Star. The school year ends, and Harry prepares to return to the Dursleys. Neo decides to fight against the Matrix and free humanity.
The Resurrection: The hero faces a final test or challenge
- Luke uses the Force to successfully destroy the Death Star. Harry has grown in confidence and skills, ready to face future challenges. Neo fully embraces his role and abilities, defeating Agent Smith.
Return with the Elixir: The hero returns home, transformed and with newfound wisdom
- Luke is celebrated as a hero and has embraced his new identity as a Jedi. Harry returns to the Dursleys but now with a sense of belonging and identity as a wizard, and with the knowledge that he will return to Hogwarts. Neo makes a phone call, promising to show people the truth, and flies off, signalling his transformation and the beginning of a new phase in the fight against the Matrix.
Crafting Content That Resonates
The Hero’s Journey isn’t a linear path, but a lens through which to view your audience’s experiences. It’s about understanding their emotions and actions at each stage, and then tailoring your content to meet them where they are. Your audience dictates what content they consume, when, and where. Your job is to anticipate their needs, providing the right content at the right moment. This approach transforms the Hero’s Journey from a simple narrative structure into a dynamic tool for connecting with your audience and guiding them through their own journey with your brand.
Implementing the Hero’s Journey in Your Content Strategy
Step 1: Understanding Your Audience’s World
Begin by interpreting your target audience’s everyday environment from their perspective. Consider their lifestyle, needs, and challenges as they relate to your brand. This step involves empathising with your audience and using insights to craft content that addresses their journey and aligns with your brand’s narrative. Remember, at this stage, your audience may not realise they need your solution, so your content should aim to capture their attention and interest.
- Prospect Client Thinking: “I need to balance my budget and save for my child’s education while planning for retirement.”
- Business Thinking: Focus on creating content that provides practical budgeting tips, investment strategies for education savings, and retirement planning advice for individuals in similar financial situations.
Step 2: Identifying the Trigger
Understand what prompts your audience to seek information or advice. For financial planning, this could be a life event like starting a family, receiving an inheritance, or nearing retirement. It might also be triggered by external factors such as changes in tax laws or economic shifts. By pinpointing these triggers, you can create content that addresses the immediate concerns and questions your audience has.
- Prospect Client Thinking: “I just received an inheritance. How should I invest wisely for my future?”
- Business Thinking: Develop content that guides individuals on investment strategies for sudden wealth, emphasising the importance of financial planning and long-term growth.
Step 3: Understanding Resistance
Discover what obstacles are preventing your audience from taking desired actions. For financial planning, resistance might stem from a lack of understanding about financial products, fear of making the wrong investment decisions, or confusion about where to start. To identify these barriers, analyse your content engagement metrics and conduct surveys or interviews with your audience.
- Prospect Client Thinking: “I’m overwhelmed by all the investment options and worried about making mistakes.”
- Business Thinking: Collaborate with financial experts to create content that demystifies investment options and highlights the importance of informed decision-making in financial planning.
Step 4: Introducing a Mentor
At this stage, your audience is receptive to guidance from experts or individuals with relevant experience. In the context of financial planning, this might involve introducing a seasoned financial advisor or a relatable client who has successfully navigated their financial journey. The mentor should offer practical advice and insights that resonate with your audience’s needs and aspirations.
- Prospect Client Thinking: “I’m open to learning more about managing my finances effectively.”
- Business Thinking: Partner with experienced financial advisors to create content that shares valuable tips and strategies for financial success.
Step 5: Engagement and Commitment
At this juncture, your audience is primed to engage with your brand more directly. They’ve explored various sources and are now convinced that your financial planning or accounting services can address their needs. It’s the moment to solidify their commitment and transform casual interest into active engagement.
- Prospect Client Thinking: “I’m convinced that proper financial planning can enhance my family’s future. I’m ready to take the next step.”
- Business Thinking: Encourage website visitors to sign up for a personalised financial planning consultation or subscribe to your newsletter for regular insights on managing finances effectively.
Step 6: Evaluation and Comparison
At this stage, your audience is actively comparing your content and services with others in the financial planning or accounting sector. They’re looking for validation and assurance that your advice is credible and trustworthy.
- Prospect Client Thinking: “Is this financial advice the most reliable and beneficial for my needs? How does it stack up against other sources?”
- Business Thinking: Establish partnerships with reputable financial platforms or influencers to co-create content. This not only enhances your credibility but also expands your reach. Share endorsements or accolades from recognized industry bodies to further assure your audience of your expertise.
Step 7: Reinforcing the Connection
Once your audience is on board, it’s crucial to reinforce their trust and interest. This involves providing them with additional, relevant content that addresses any lingering doubts or gaps in information.
- Prospect Client Thinking: “I trust this financial planning brand, but I’m unsure if their strategies fully address my long-term financial goals.”
- Business Thinking: Offer more in-depth content such as advanced investment guides or comprehensive financial planning workshops. This additional layer of information will reassure your audience of your expertise and commitment to their financial success.
Step 8: Addressing Doubts
Even as your audience engages with your content, they may still harbour doubts about whether your solutions fully meet their needs. It’s crucial to address these uncertainties head-on.
- Prospect Client Thinking: “I’ve learned a lot about financial planning for families, but I’m still not sure if this is the right fit for my specific financial situation.”
- Business Thinking: Share success stories and testimonials from clients with similar family dynamics or financial goals. Highlight any industry recognition or awards your firm has received to bolster credibility and reassure your audience of your expertise.
Step 9: Rewarding Engagement
At this stage, your audience is ready to see the value in your content and, by extension, your brand. This is where they reap the rewards of their journey with you.
- Prospect Client Thinking: “I’m impressed. This financial planning firm seems trustworthy and understands my family’s needs.”
- Business Thinking: Encourage your audience to interact with your brand on social media through likes, shares, and comments. Highlight positive client stories or share informative snippets that reinforce their confidence in your expertise.
Step 10: Strengthening the Connection
As your audience’s journey with your brand matures, your influence may begin to fade as their immediate needs are met. Now is the time to solidify their loyalty and keep them engaged for the long term.
- Prospect Client Thinking: “This financial planning firm has been a game-changer for managing my finances, even during hectic times.”
- Business Thinking: Introduce ways to maintain an ongoing relationship, such as a subscription to a newsletter with regular financial tips or an app that provides daily financial planning advice.
Step 11: Renewing the Connection
As your audience’s initial excitement wanes, it’s crucial to rekindle their interest and commitment. Seek out a new angle or topic that ties back to their original needs but offers fresh insights or solutions.
- Prospect Client Thinking: “I haven’t thought much about that financial planning firm lately. They provided useful information initially, but now I need something more.”
- Business Thinking: Develop content that addresses evolving financial challenges, such as strategies for teaching teenagers about financial responsibility. This approach not only reignites interest but also demonstrates your continued relevance in their financial journey.
Step 12: Embarking on a New Journey
As your audience settles back into their routine, it’s crucial to anticipate their future needs and prepare for their next journey. This is a moment for introspection and forward planning on your part.
- Prospect Client Thinking: “That financial planning firm really helped me understand my investment options. I wonder if they can guide me on balancing my portfolio as my financial situation evolves.”
- Business Thinking: Develop a content strategy that addresses the evolving financial landscape and emerging challenges your audience may face. This ensures you remain a valuable resource, ready to assist them as new needs arise.
The Quick Takeaway
To sum up, the key to effective marketing isn’t to broadcast from a brand-centric perspective but to truly listen and respond to your audience’s needs and emotions throughout their journey. By placing your audience first and understanding their challenges, desires, and the stages they traverse, you can craft content that resonates deeply, establishing trust and preference for your brand. As a result, this approach not only differentiates your content in a crowded space but turns your audience into loyal advocates, recognising you as their preferred resource.
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If you liked this article, check out our Guide to Content Marketing.
