It’s time for the third and final type of story in my series….
“The Quest”-type stories come after “Rags to Riches” stories in Christopher Booker’s famous list.
The protagonist (and usually some companions) bravely strike out to unknown lands – either to find or win back some very important object, or to finally reach a meaningful location.
The journey is long, tiring, and littered with every kind of hazard you can imagine.
Of course, the hero faces temptations, obstacles, dangers, and perils along the way (it can’t be too easy, can it?!) But he or she ultimately returns home to tell the tale, usually with riches/reward/new status to show for it.
If you’ve heard of The Hero’s Journey, you’ll recognise this classic narrative arc. (If you haven’t – go to my blog and search Hero’s Journey for an explanation of this fundamental trope.)
Think Lord of the Rings, Harry Potter, The Wizard of Oz, and – the film that scarred me for life – Watershed Down.
For examples in advertising, look at the Kia 2017 advert for the Niro, or Chipotle’s 2014 The Scarecrow.
Perhaps the most famous Quest in advertising is Apple’s story – with Bill Gates inventing (rather than finding) a valuable object and overcoming obstacles on his way to success. Aesop’s 2017 Brand Storytelling Survey listed Apple in the number one spot – for the 5th year running.
OK, but how can you use The Quest type stories in your fitness business marketing?
- What obstacles and challenges did you battle to bring your vision into reality?
- You learned a lot along the way – how can you share these lessons and educate your reader?
- How do the values of your brand do good in the world?
- Show how your product delivers on its promises to support your clients on their quest towards a better life.
Unlike many consumer brands, you – as a fitpro – are selling something that actually delivers positive results. You’re not selling the idea of something, or the promise of a feeling. You’re selling real, measurable, positive improvements in people’s lives.
What are the most effective stories for your brand? And how can you share them?
Let me know if you need any help with this stuff.