The article from Creator Columns discusses how Hollywood screenwriting techniques can be leveraged to enhance marketing storytelling. The author, who has spent a decade applying these methods to corporate messaging, emphasizes the transformative power of storytelling. The central concept is that just as in a gripping movie, a marketing narrative needs a compelling problem to engage its audience. The article warns that understanding this framework might change how one views movies, but also promises to enhance the effectiveness of marketing stories.
In screenwriting, the foundation of a compelling story lies in presenting a significant problem for the hero to overcome. The article explains that without a problem, there is no story, as illustrated by hypothetical scenarios where typical movie tensions are removed, resulting in uninteresting narratives. The key is that the larger the problem, the more engaged the audience becomes, anticipating whether the hero will succeed. However, a truly interesting story requires more than just a big problem; it needs depth in the form of layered problems.
The author describes three levels of problems used in screenwriting: External, Internal, and Philosophical. The External Problem is the visible challenge the hero faces, such as winning a competition or defeating a villain. The Internal Problem delves deeper, uncovering personal struggles that resonate with the audience on an emotional level. Lastly, the Philosophical Problem addresses the broader significance or moral implications of the heros journey. By incorporating all three levels, storytellers create narratives that connect deeply with audiences.
Applying these screenwriting techniques to marketing, the article suggests that businesses often only address the External Problem, which is the obvious obstacle faced by their customers. To truly engage customers, marketers need to explore the Internal Problem, which represents the emotional struggles customers experience, and the Philosophical Problem, which frames the issue in terms of broader fairness or moral significance. By addressing all three levels, marketers can create messages that are not only clear but also deeply resonant and motivating.
The article concludes by providing practical steps for implementing these storytelling techniques in marketing. It advises identifying the External Problem, uncovering the Internal Problem, and articulating the Philosophical Problem, then integrating all three into marketing messages. This approach not only helps companies sell their products or services but also positions them as guides in their customers stories, making their marketing messages more compelling and irresistible.