Storytelling Law: The villain is more important than the hero
“The Dark Knight” is the best Batman movie of all time.
Because of Batman?
Because of the villain: Joker.
Why is the villain always more important than the hero?
Because the villain drives the plot. He plants the bombs. He kidnaps the girl. He shocks the audience.
For this reason:
Always think about who the villain of your story is.
This also works in marketing:
In everyday life, enemies and villains also exist. Use them in your marketing when you do storytelling:
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3. The attempt counts
William Wallace tried to defeat the British in “Braveheart”. He himself was executed. But his death brought the Scots one step closer to freedom.
We admire the hero more for his attempt than for his success.
Means for you:
Don’t just australia email list talk about successes.
But also of failed attempts.
Have you had a product idea that didn’t work?
Talk about it.
People who only talk about their successes quickly come across as show-offs.
Why should I read on?
This is the question your reader is asking himself.
Give him the answer.
As quickly as possible.
How?
By presenting the customer successes campaign conflict.
A conflict consists of two forces pulling in different directions.
1. An inner conflict
“Should I marry the girl or not?”
2. An external conflict
“Our country is be numbers under attack, but I don’t want to leave.”
Without conflict, there is no reason to continue reading your story.
Good storytellers recognize exciting conflicts.
How does this work in marketing?
Know your customers’ internal and external conflicts (“I want to make more money, but I don’t want to hard sell.”