The three dominant ways for the hero to end the story
by Joe · 35 things on Twos
- Win some sort of power or position
- Fulfills the need for status
- The primary function of our brain is to survive and thrive
- Part of surviving is gaining status
- If our product can offer respect, esteem, or build social status - we are offering something that they want.
- How can our brand offer status?
- Offer access (Starbucks membership card)
- Create scarcity (Owning something scarce makes it more valuable and drives status)
- Offer a premium (preferred or diamond member)
- Offer identity association (mercedes, BMW - offer status)
- Be unified with someone/something that makes them whole
- The need for something external that makes them whole
- The character is rescued by something or someone else that makes them whole
- Reduce anxiety
- Brand is offering closure and satisfaction of a job well done
- Will our brand reduce anxiety and create value to their lives? If so, talk about it in your marketing material.
- Reduce workload
- Customers that do not have the right tools must work harder because they are incomplete.
- Our tool can offer someone what they are missing
- More time
- Time is the enemy and if our product can expand time we are allowing them to solve their internal problems
- Experience some kind of self realization that also makes them whole
- The need to reach our potential
- Create the desire for self acceptance
- Inspiration
- Acceptance
- Transcendence
- Offer people the opportunity to be part of something bigger than themselves
- These are the dominant psychological desires that most people want to end their story
- Closing storyloops
- Human beings are looking for resolutions to their internal, external and philosophical problems
- We can do this by ending their story with inspiration, acceptance, or transcendence.
- KEEP IT SIMPLE
- People want to be happy, use images showing how people feel after using your product
- Show people REPEATEDLY how our product will make their lives better