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How do you use the hero's journey to craft a compelling product story?

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The hero's journey is a classic storytelling framework that can help you craft a compelling product story. It's based on the idea that every hero goes through a series of stages, from leaving their ordinary world to facing challenges, receiving guidance, and returning with a transformation. In this article, you'll learn how to apply the hero's journey to your product marketing and create a story that resonates with your audience.

本文章的要点总结

Paint the paths:

By contrasting the outcomes of failure versus success, you vividly guide your audience through what life looks like with and without your solution. It’s a compelling way to highlight the value of your product.
Highlight transformation:

Showcase how your product changes the customer's world. Detailing this transformation makes your product's impact tangible, turning features into real-world benefits.

本摘要由 AI 和以下专家提供支持

1 Identify your hero

Your hero is not your product, but your customer. You need to understand who they are, what they want, and what they struggle with. You can use customer research, personas, and empathy maps to create a profile of your ideal hero. Then, you can use this profile to craft a story that speaks to their needs, goals, and emotions.

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Mike Vannelli

Creative Director @ thinkenvy.com
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Using the hero's journey to craft a compelling product video story is like turning your product into the ultimate protagonist! First, we whisk our hero (the product) away from its ordinary world into an extraordinary adventure, confronting challenges and meeting mentors along the way. As our hero conquers these trials, it acquires game-changing superpowers (aka features) that ultimately lead to a triumphant return home, now ready to save the day (or solve the customer's problem) with newfound wisdom and capabilities. After all, who doesn't love a good heroic comeback story?

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Bryan Wilkins

????????Purpose-driven marketing leader, MBA, customer advocate, intrapreneur, digital expert, humanitarian, volunteer, & more. Let's talk about how your org can use empathy to make better strategic decisions.
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As with any great story, your "hero" is embarking on a journey. Meet them where they are at. Start by empathizing with their problem, and they will be more likely to trust your solution.

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2 Establish the status quo

The status quo is the ordinary world of your hero, where they face a problem or a gap that your product can solve. You need to show how this problem affects their life, what they have tried before, and why they are dissatisfied. You can use data, anecdotes, or testimonials to illustrate the status quo and create a contrast with the desired state.

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Angela LM Tipton, MBA

Marketing Communications Manager & Strategist | Content Marketing Strategy Expert | Biotechnology and Life Sciences | Former Project Leader at Bayer, BASF, and Dow
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Use the status quo to set the stage for your story, but then expand on it. To set the stage for your solution, present two simple pathways: Path 1: Failure What would happen if the hero (your customer) doesn't choose your solution? Paint a clear picture of that path. Path 2: Success What happens when the hero chooses your solution? Emphasize this point clearly and show how worth that path is for your target audience (the hero).

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Doug Walker

B2B Executive Marketing Consultant for Healthcare and Other Tech Companies | Branding, Go-to-Market, Messaging, & Content | Making complex things simple to engage, convert, and sell
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Angela's advice is terrific. I often frame it as showing your ideal customers what is and what could be. It works wonderfully with the hero's journey.

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3 Present the call to action

The call to action is the event or the message that invites your hero to try your product. It can be a trigger, a recommendation, a promotion, or a demonstration. You need to make this call compelling and clear, and show how your product can help your hero overcome their problem or achieve their goal. You can use benefits, features, or value propositions to highlight your product's advantages and differentiation.

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Angela LM Tipton, MBA

Marketing Communications Manager & Strategist | Content Marketing Strategy Expert | Biotechnology and Life Sciences | Former Project Leader at Bayer, BASF, and Dow
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The call to action should be clear, and ideally, easy to act upon. Eliminate potential barriers and make the "why" behind your solution apparent and easy to understand.

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4 Introduce the mentor

The mentor is the person or the resource that guides your hero along their journey. It can be a customer service agent, a community member, a blog post, or a video tutorial. You need to show how the mentor provides support, advice, and feedback to your hero, and helps them overcome their doubts and fears. You can use social proof, case studies, or best practices to showcase the mentor's credibility and expertise.

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Angela LM Tipton, MBA

Marketing Communications Manager & Strategist | Content Marketing Strategy Expert | Biotechnology and Life Sciences | Former Project Leader at Bayer, BASF, and Dow
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While it's important to establish the credibility of your mentor, take caution to use credentials only where they add value. The focus of your story should be on the hero, not the mentor.

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5 Show the transformation

The transformation is the result or the outcome that your hero achieves after using your product. It can be a change in their behavior, attitude, or situation. You need to show how this transformation improves their life, solves their problem, or fulfills their goal. You can use metrics, stories, or visuals to demonstrate the transformation and create a positive emotion.

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Sandeep John

Marketing @ Prismforce I Ex-Freshworks, Outplay
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The focus here is on what is the hero's life after using your product/service. Did it solve for what it went out to do as mentioned in the "status quo".

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6 Encourage the return

The return is the stage where your hero shares their transformation with others and becomes an advocate for your product. You need to encourage this behavior and make it easy and rewarding for your hero to spread the word. You can use referrals, reviews, or testimonials to incentivize and amplify the return and create a loop of loyalty and growth.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Eric S.

Marketing | Positioning for growth | Strategy, Design, Content for Startups & Enterprise
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Crafting a compelling product story using the hero's journey requires product managers to consider additional elements beyond the traditional narrative structure. They must evoke emotion, align with customer values, showcase product benefits, and provide a clear resolution. For example, Apple's product stories often incorporate emotional appeal, highlighting how their devices empower individuals to achieve their dreams and make a positive impact. Understanding these additional aspects helps product managers create resonant narratives that captivate audiences, establish a strong brand connection, and drive customer engagement and loyalty.

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How do you use the hero's journey to craft a compelling product story?

1

2

3

4

5

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1 Identify your hero

2 Establish the status quo

3 Present the call to action

4 Introduce the mentor

5 Show the transformation

6 Encourage the return

7 Here’s what else to consider

Product Marketing

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How do you use the hero's journey to craft a compelling product story?

1

2

3

4

5

6

7

1 Identify your hero

2 Establish the status quo

3 Present the call to action

4 Introduce the mentor

5 Show the transformation

6 Encourage the return

7 Here’s what else to consider

Product Marketing

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