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Using the Seven Basic Plots

Storytelling in B2B Marketing

Q. Why does content marketing need stories?

A. Because this is what your content is up against:

The internet is crammed with entertaining stuff, your audience leads a busy life, and the only hope you have of grasping their attention…

even for a moment –

is by hooking them in with a really engaging story.

In 2005, Christopher Booker published this book.

Booker identified seven different plots that most stories follow – plots that have existed for millennia.

Overcoming the Monster The Quest Tragedy Rebirth Romance Voyage and Return Rags to Riches

{ Overcoming the Monster

A hero is tasked with destroying a monster (not necessarily a literal one). Examples: Beowulf, Gilgamesh and Jaws.

{ The Quest

A hero steps forth to perform a task, and usually has friends/allies around to help out. Examples: The Hobbit, The Odyssey, Watership Down and Ocean’s Eleven.

{ TragedyThe protagonist wants something so badly that they lose part of themselves in trying to get it. By the end are no longer themselves – they have become a monster. Examples: Hamlet, American History X and Spider-Man 3.

{ RebirthA main character is almost on the path to tragedy, but something happens that allows them to see themselves from the outside and so do something about it. Examples: A Christmas Carol, Groundhog Day and The Secret Garden.

{ Romance

Two souls are destined to be together, but are kept away from each other by fate, and so they must work towards being together. Examples: Pride and Prejudice, The Princess Bride and Shrek.

{ Voyage and Return

The protagonist finds him or herself in a world where nothing makes sense, with no understanding of who is friend and who is foe. Finally they learn the ropes of the world and can act upon this knowledge. Examples: Alice in Wonderland, Gulliver’s Travels and Labyrinth.

{ Rags to Riches

A main character, through their own efforts (and maybe supernatural help), is able to rise above their station in life and achieve what they desire. Examples: Cinderella, Rocky, Slumdog Millionaire.

{ A few ideas

Applying storytelling to B2B marketing

Storytelling techniques can be applied to all kinds of content.

Here’s how you can make your content tell a story – in four steps.

1. Think like a director

Cast your ideal customer in the hero’s role.

2. Pick a story

What kind of story will your content tell about them?

3. Decide on the stakes

What’s at stake for your hero? What obstacles do they need to

overcome? What conflicts will they encounter?

(Put yourself in your buyer’s shoes to answer these questions.)

And: How will they prevail?How does your

protagonist get out of their bind?

(Hint: this where you get to plug your product or service.)

4. Create your story

...whether it’s a video, case study, brochure, ebook, infographic,

online game, or something else entirely.

You don’t have to use the seven basic plots, but they do help to create a strong story. Here are a few ideas for how to use them…

{ Overcoming the Monster

Your brochure reveals the terrifying monster lurking at the heart of your hero’s organisation. How can your hero overpower it and save the day?

{ The Quest

A great prize is at stake, but your hero can’t claim it on his/her own. Your blog post details the allies they’ll need to complete the quest successfully.

{ TragedyYour ebook tells a cautionary tale about someone very like your hero, whose obsession with doing the wrong thing turned out be to their – and their organisation’s – undoing.

{ Rebirth

An infographic reveals the path your hero is on – and it’s the wrong one. What can he/she do to get on the right path for success?

{ Romance

Your hero is missing something in their life, something that makes their existence incomplete. Your demo video helps them overcome the obstacles to find it.

{ Voyage and Return

An online game throws your hero into a confusing and chaotic world. How will they find their way out?

{ Rags to Riches

A case study tells the story of how your hero overcame the odds to turn his/her company’s fortunes around.

If you want to see some B2B examples of the seven basic plots, read Storytelling in B2B marketing: using the seven basic plots on the Radix Communications blog.

The stories are out there, already.

To conclude:

It’s our job as copywriters and marketers to tell them in a way that engages and entertains the audience, creates an affinity with the brand or product – and ultimately leads to a sale.

What stories will you tell?

The Seven Basic Plots: Why We Tell Stories by Christopher Booker, 2005

The Seven Basic plots – Television Tropes & Idioms Storytelling in B2B marketing: using the seven basi

c plots – Radix Communications

Storytelling in B2B marketing: how to use a three-act structure – Radix Communications

Sources and further reading

Kraken by davitydave The Capture of the Golden Fleece by Jean-François Detroy Tragedy by Clyde Robinson Ignorance and Want by John Leech Pride and Prejudice illustration collection Cheshire Cat by thethreesisters Cinderella Pumpkins by Gloria Cabada-Leman Sword by Daniel R. Blume Dorothy’s Ruby Slippers by dbking Dragon by Darek Donnfhlaidh Tallship Bark Europa by jan-borgstede Romeo and Juliet by Francis Sydney Muschamp Groundhog by webhamster Much Ado About Nothing by Robert Alexander Hillingford Mushrooms by Gabrielle Rumble in the Jungle by Andrius Petrucenia

Image sources

Radix is a copywriting agency for the content marketing era. We work with in-house and agency-side marketers to develop programmes of content that guide customers through every stage of the buying process.

We specialise in the B2B technology sector, with expertise in enterprise hardware and software, networking, electronics and industrial automation.

In the past twelve months we have worked with innovative companies large and small, including Adaptive Planning, AtTask, Canonical, GOSS Interactive, Oracle and Spirent. And we've had the pleasure of working with some of the UK's top B2B marketing agencies, including Marketing Options International, Velocity and Volume.

About us