{"id":81109,"date":"2021-04-13T08:03:51","date_gmt":"2021-04-13T12:03:51","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/how-to-make-hero-villain-brand-stories-drive-conversions\/"},"modified":"2024-02-02T01:58:20","modified_gmt":"2024-02-02T06:58:20","slug":"how-to-make-hero-villain-brand-stories-drive-conversions","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-hero-villain-brand-stories-drive-conversions\/","title":{"rendered":"How to Make Hero-Villain Brand Stories Drive Conversions"},"content":{"rendered":"<p>I\u2019ve run across some pretty shrewd business owners, managers, and executives that balk at the idea of using hero-villain brand stories to drive conversions.<\/p>\n<p>You know the &#8220;no-nonsense&#8221; types that just don\u2019t get why simply focusing on their products doesn\u2019t sell as well as stories.<\/p>\n<p>So, they don\u2019t buy it. It doesn\u2019t make sense to them. (It&#8217;s why I wrote <em><a href=\"https:\/\/meanpeoplesuck.com\/\">Mean People Suck<\/a><\/em> btw)<\/p>\n<p>\u201cAfter all, my prospects know they have a problem,\u201d they say. \u201cAnd if I have a product that solves that problem, so I focus on communicating its features!\u201d<\/p>\n<p>Actually, many businesses and consumers don\u2019t know they have a problem. Or, even more likely, they know that something isn\u2019t right, but they don\u2019t know exactly what it is.<\/p>\n<p>Or, they have colleagues who don&#8217;t understand the problem and why it should be solved.<\/p>\n<p>Which means that they won\u2019t know that your product is the solution to what ails them.<\/p>\n<blockquote><p><em><strong>Hero-villain brand stories drive conversions because they identify the problem (the \u201cvillain\u201d) and show the prospect (the \u201chero\u201d) how your product can help them overcome that particular challenge.<\/strong><\/em><\/p><\/blockquote>\n<p>And they entertain, too. Although some of the no-nonsense execs might not see the need in going beyond \u201cjust the facts,\u201d they\u2019d be wrong about that, too.<\/p>\n<figure class=\"redactor-keep-figure redactor-component\">\n<p><figure style=\"width: 480px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/1616377219-emotional-vs-rational.jpg\"  alt=\"1616377219 Emotional Vs Rational\" width=\"480\" height=\"400\" \/><figcaption class=\"wp-caption-text\">Image via\u00a0<a href=\"https:\/\/www.neurosciencemarketing.com\/blog\/articles\/emotional-ads-work-best.htm\">Neuroscience Marketing<\/a><\/figcaption><\/figure><\/figure>\n<p>When you engage the emotional side of your audience, it drives profits.\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/strategy\/cmo-insights-how-to-use-emotional-marketing-in-every-step-of-the-customer-journey\/\">Statistics don\u2019t lie<\/a>. And if you \u2013 or more likely, your boss\u00a0\u2013 are concerned with \u201cjust the facts,\u201d that\u2019s one fact that you can\u2019t deny.<\/p>\n<p>And, there\u2019s nothing like a hero-villain story to gin up strong feelings. So, let\u2019s explore how to make your hero-villain brand stories drive conversions to the moon and back.<\/p>\n<p><strong><em>Quick Takeaways:<\/em><\/strong><\/p>\n<ul>\n<li><em>Start with a compelling scene to set the stage.<\/em><\/li>\n<li><em>Make sure your story has a villain \u2013 the problems your prospects face.<\/em><\/li>\n<li><em>Make the prospect your story\u2019s hero.<\/em><\/li>\n<li><em>Position your brand as the story\u2019s wise guide \u2013 think Yoda.<\/em><\/li>\n<li><em>Let your products and services serve as the arsenal your prospects will use to conquer the villain.<\/em><\/li>\n<\/ul>\n<h2>Take a Tip from Hollywood: Grab Your Audience\u2019s Attention at the Outset<\/h2>\n<figure class=\"redactor-component\"><iframe src=\"https:\/\/www.youtube.com\/embed\/aGEFtRwPhE4\" width=\"500\" height=\"281\" data-mce-fragment=\"1\"><\/iframe><\/figure>\n<p>Great TV shows and movies have one thing in common. They always start with a scene so memorable that it hooks the audience from the opening on.<\/p>\n<h2>Start with a Killer Scene<\/h2>\n<p>That scene usually features the show\u2019s hero. And then, enter the villain \u2013 stage left.<\/p>\n<p>Tension ensues. Game on.<\/p>\n<p>Similarly, content marketers need to\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/what-marketers-learn-from-avatar-the-last-airbender\">take a tip<\/a>\u00a0from these professional storytellers. Grabbing your audience\u2019s attention from the first sentence is a must.<\/p>\n<p>Promoting your brand and your products? Not so much.<\/p>\n<p>When you lead with the challenge and tie it into what your target segment faces, they immediately identify with the story. And, they\u2019ll stick around to see how it ends. After all, when it\u2019s\u00a0<em>their<\/em>\u00a0story, they\u2019re invested in finding a good ending.<\/p>\n<p>Your products? They\u2019ll come later. Much later.<\/p>\n<h2>Entice Them to Share with a Trailer<\/h2>\n<p>Ever been browsing through Netflix and saw a movie you weren\u2019t interested in yourself, but that would be the perfect fit for your friend? So, you dash off a quick text to her with a link to the YouTube trailer of the movie.<\/p>\n<p>In content marketing, your intro, plus a quick summary of the whole article afterward, serve as your \u201ctrailer.\u201d These two items give your readers a chance to see if it deals with a challenge they face.<\/p>\n<p>But, including a brief summary also allows readers who don\u2019t face the same challenge to quickly identify if it would help a friend or colleague overcome their challenge. If you include a \u201cclick to tweet\u201d or share button nearby, it will make it easy for a reader to pass your post on to someone who does need it.<\/p>\n<p>As we all know, shares are a fantastic way to reach new audiences, new markets. When a regular reader shares your article, you\u2019ll keep them \u2013 and possibly gain another audience member.<\/p>\n<p>A Nielsen study shows\u00a0that people trust content shared by friends, colleagues, and family much more than that shared on official brand channels. In fact, the same study shows that trust in content that your audience shares with their circle of influence outweighs even their trust in respected news articles.<\/p>\n<p>That\u2019s some kind of clout. If your intros and summary hit the mark, it can make a massive difference in your engagement, and ultimately, your bottom line.<\/p>\n<h2>Give Your Villain an Extra Dose of Nasty<\/h2>\n<figure class=\"redactor-keep-figure redactor-component\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/gangster-4146707_1920.jpg\" width=\"618\" height=\"412\" \/><\/figure>\n<p>Have you ever thought about how Star Wars would have turned out had Darth Vader never entered the picture? Luke Skywalker would probably have bumbled through life, never knowing what he could have accomplished.<\/p>\n<p>So it is with your target audience. If they don\u2019t know exactly\u00a0<a href=\"https:\/\/www.skyword.com\/contentstandard\/your-content-strategy-needs-a-villain\/\">what it is they\u2019re facing<\/a>\u00a0and how it can hurt their company or their family, they won\u2019t be able to get to the next level of their journey.<\/p>\n<p>Dig into some research and uncover everything that the challenge your audience faces could unleash unless they tackle it head-on.<\/p>\n<ul>\n<li>The cracks in their home\u2019s foundation from uncleaned gutters<\/li>\n<li>The business they\u2019ll lose from not updating their SEO practices<\/li>\n<li>Their likelihood of catching a communicable disease without using hand sanitizer<\/li>\n<\/ul>\n<p>Whatever problem your products and services solve, that\u2019s your villain. Be sure to draw on the verbal horns and pitchfork that will alert your audience that there\u2019s danger ahead.<\/p>\n<h2>Every Story Needs a Hero \u2013 Who\u2019s Yours?<\/h2>\n<figure class=\"redactor-component\"><iframe src=\"https:\/\/www.youtube.com\/embed\/UcDNkLK-_uI\" width=\"500\" height=\"281\" data-mce-fragment=\"1\"><\/iframe><\/figure>\n<p>All too often, here\u2019s where content marketers lose track of the storyline and veer off into blatant self-promotion. Instead of pinning a hero\u2019s medal on their prospect, they feature their product as the hero of their brand story.<\/p>\n<p>Although we call \u201chero\u2019s journey\u201d stories \u201cbrand stories,\u201d that\u2019s kind of a misnomer. They really should focus on customers, not your brand, showing how your solution can transform their businesses and lives for the better.<\/p>\n<p>Your customers are the Luke Skywalkers, the Avatars, the Harry Potters of your content marketing universe. Putting your audience in the hero\u2019s shoes creates a powerful\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-great-brand-stories-connect-you-with-your-customers\/\">emotional investment<\/a>\u00a0that will drive them to read through your hero\u2019s journey to the very end.<\/p>\n<h2>So, What Role Does My Company Play in This Hero\u2019s Journey?<\/h2>\n<figure class=\"redactor-component\"><iframe src=\"https:\/\/www.youtube.com\/embed\/XZbVLvT7qBU\" width=\"500\" height=\"281\" data-mce-fragment=\"1\"><\/iframe><\/figure>\n<p>Every hero\u2019s journey has a wise leader. From Captain Kirk to Yoda, there\u2019s always someone whose gift is to\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/leaders-eat-last-but-they-tell-stories-first\/\">empower the hero<\/a>.<\/p>\n<p>That\u2019s your brand \u2013 the guide who empowers your audience to climb mountains and conquer the villain.<\/p>\n<p>Use the power of empathy to step into their shoes and identify how their current challenge drags them down. Then channel the content marketing Force and provide the kind of information and support that allows them to solve their problems.<\/p>\n<p>To identify the problems your target audience faces, you need to\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/storytelling-tips-for-your-blog\/\">look at the data<\/a>. Your content and social media analytics can provide insights into their hopes, dreams, and pain points.<\/p>\n<p>And, to discover other touchpoints that allow you to create stories that appeal to their specific interests, you can use demographic data, as well as social media likes, to narrow down your approach. When you take the time to do an in-depth look at the data, you\u2019ll be able to create a more personalized approach for each audience segment.<\/p>\n<h2>Where Do My Products Factor into the Hero\u2019s Journey?<\/h2>\n<p>Your products are the weapons your audience wields to fend off the story\u2019s villain \u2013 the problem that holds them back from success. Think of them as virtual lightsabers.<\/p>\n<p>They might be a software solution that helps streamline a company\u2019s workflow. They might be an innovative new saw that makes it easier for builders to get buildings up faster. Or, they might be a diaper\u00a0<a href=\"https:\/\/divvyhq.com\/content-marketing\/3-amazing-examples-of-the-heros-journey-in-content-marketing\/\">as secure as a mother\u2019s hug<\/a>.<\/p>\n<p>Whatever your products and services are, you (or your founders) created them to solve a problem your customers face. Using a hero-villain story to frame them as the valuable tools they are puts your audience in the driver\u2019s seat, leading the charge to put that villain in his place.<\/p>\n<h2>Time to Step Up and Become Your Brand Story\u2019s Hero<\/h2>\n<p>Now, for your own hero\u2019s journey. You and your employees are busy doing what you do best.<\/p>\n<p>You don\u2019t have time to produce the volume of content you need to reach all your potential customers. That\u2019s where we enter the picture.<\/p>\n<p>With quality content published consistently, you can bring more traffic to your site \u2013 and more revenue into your coffers. With our\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\">Content Builder Service<\/a>, you can be your company\u2019s hero.<\/p>\n<p><a href=\"https:\/\/marketinginsidergroup.com\/contact\/\">Set up a quick consultation<\/a>, and I&#8217;ll send you a free PDF version of my books. Get started today \u2013 and generate more traffic and leads for your business.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019ve run across some pretty shrewd business owners, managers, and executives that balk at the idea of using hero-villain brand stories to drive conversions. You know the &#8220;no-nonsense&#8221; types that just don\u2019t get why simply focusing on their products doesn\u2019t sell as well as stories. So, they don\u2019t buy it. It doesn\u2019t make sense to [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":81117,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-81109","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Make Hero-Villain Brand Stories Drive Conversions - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"One of the most potent content strategies for winning new customers is to use brand stories to drive conversions. Use these tips to leverage their power.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-hero-villain-brand-stories-drive-conversions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Make Hero-Villain Brand Stories Drive Conversions - Marketing Insider Group\" \/>\n<meta property=\"og:description\" content=\"One of the most potent content strategies for winning new customers is to use brand stories to drive conversions. Use these tips to leverage their power.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-hero-villain-brand-stories-drive-conversions\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Insider Group\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-13T12:03:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-02T06:58:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/iStock-491659704-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2477\" \/>\n\t<meta property=\"og:image:height\" content=\"1211\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michael Brenner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/BrennerMichael\" \/>\n<meta name=\"twitter:site\" content=\"@brennermichael\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Brenner\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-hero-villain-brand-stories-drive-conversions\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-hero-villain-brand-stories-drive-conversions\/\"},\"author\":{\"name\":\"Michael Brenner\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/118d6e7d650168184b62731596035014\"},\"headline\":\"How to Make Hero-Villain Brand Stories Drive Conversions\",\"datePublished\":\"2021-04-13T12:03:51+00:00\",\"dateModified\":\"2024-02-02T06:58:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-hero-villain-brand-stories-drive-conversions\/\"},\"wordCount\":1498,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-hero-villain-brand-stories-drive-conversions\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/iStock-491659704-1.jpg\",\"articleSection\":[\"Content Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-hero-villain-brand-stories-drive-conversions\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-hero-villain-brand-stories-drive-conversions\/\",\"url\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-hero-villain-brand-stories-drive-conversions\/\",\"name\":\"How to Make Hero-Villain Brand Stories Drive Conversions - Marketing Insider Group\",\"isPartOf\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-hero-villain-brand-stories-drive-conversions\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-hero-villain-brand-stories-drive-conversions\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/iStock-491659704-1.jpg\",\"datePublished\":\"2021-04-13T12:03:51+00:00\",\"dateModified\":\"2024-02-02T06:58:20+00:00\",\"description\":\"One of the most potent content strategies for winning new customers is to use brand stories to drive conversions. 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