Hero’s Journey Marketing: How to Unleash the Hero in Your Audience

Find out how you can use hero's journey marketing techniques to better connect with your audience, generate excitement, and advance your business.
Jackie Barker

Jackie Barker

You’ve probably heard of the hero’s journey as it is used in storytelling. If you haven’t, I know you’ve experienced it. Using it in storytelling goes way back to ancient times. Bursting with promise, hope, survival, and success, it is an effective storytelling technique.

It is often referred to as an epic and might make you think of a favorite book or movie. Authors, directors, and marketers use this storytelling method to capture and hold their audience’s attention.

You can use hero journey marketing to engage your audience, inspire them to take action, and connect with them on a deeper level.

You can create website content, email marketing, videos, or any other form of content marketing using this method to help you inspire your audience. Here’s how to use it in your content marketing strategy:

The journey splits into three parts

These are the fuel that drives the plot forward, the challenges that must be overcome, and the impetus for change in the main character, the customers or consumers.

The first step in the journey is the call to adventure.

As the narrative begins to unfold in the ordinary world, the hero is usually minding their own business when they are confronted with a chance for adventure. They are faced with a summoning to something higher and their first impulse is to resist. Eventually, they decide to accept the challenge and proceed.

In order for them to be properly motivated, the problem must be something that they are passionate about solving.

For example, if you are marketing a new type of toothpaste, your content writing might include something like “Are you tired of your teeth being yellow?” or “Do you want whiter teeth without having to go to the dentist?”  In order for the consumer to be inspired, the challenge must be one that they can relate to and feel invested in.

Here are a few more examples of using this in marketing various product or service offerings:


“Are you looking for a job that will challenge you and allow you to grow?”

“Do you want to write marketing or web content for your company that is found by search engines and draws in your ideal customers?”

“Looking for a way to get fit that doesn’t involve hours at the gym?”

These could inspire your audience to take action and are a great way to start creating quality marketing content.

During the engagement phase in your content writing, the subject is faced with problems and challenges that make them want to give up.

However, they face their fears, suffer losses, and conquer them. Most of the time, people or situations teach and help them become more than they thought they might be. The subject transforms from who they were into who they are becoming. This can be used in your marketing copy to inspire your audience and show them what’s possible.

After facing obstacles and beating the odds, they return home… actually or figuratively… a changed person.

And it is obvious to the people who knew them before they began their journey. This shift adds to the credibility and demonstrates how the journey was worth the effort. When the subject (the customer) returns home, they bring with them new knowledge, skills, and abilities that they can use to help others.

As marketers, you can use this in your marketing copy to inspire your audience and help them see that they too can overcome their challenges.

You can do this by sharing your own stories of overcoming adversity or by highlighting customers who have done the same. This will help your audience see that it is possible to overcome their challenges and achieve their goals.

“The hero’s journey is essentially about leaving the safety of home and venturing out into the world in search of something. The guide’s journey is about staying home and helping others find their way back.” – Donald Miller

How we can guide our customers

In our marketing and website copy, we can guide our customers by emphasizing the importance of their choices and actions. We can also show how they can use our products or services to help them achieve their goals. By putting our customers at the center of the plot, we can help them feel more engaged and motivated to take action.

For example, let’s say you market skincare products. You could tell your customers a story like this: “You’re in the middle of your favorite TV show when you see a commercial for a new skincare line. The before-and-after photos are so convincing that you decide to give it a try.

You head to the store and find the perfect product for your skin type. You can’t wait to see the results for yourself!

A few weeks later, you’re hooked on the new line. Your skin looks amazing and you feel more confident than ever. Thanks to your new skincare routine, you’re finally ready to take on the world!” In this scenario, the customer is the hero. They’re the one who made the choice to try something new and they’re reaping the benefits. By showing consumers how your products or services can help them achieve their goals, you can inspire them to take action.

I highly recommend Donald Miller’s Storybrand method to every online business owner.

Most online businesses don’t know how to market their business with good website content. Content is one of the most important aspects of any website, but it’s also one of the most difficult things to create. They end up either copy-pasting someone else’s content onto their web pages(which is bad and hurts their SEO because Google can tell) or they write something that’s so boring, no one wants to read it.

There is a framework for writing content that engages and inspires your readers.

So if you’re struggling at creating quality content as a part of your marketing strategy, I encourage you to check out Donald Miller’s Storybrand method. It can help you write effective and persuasive website content that will engage your audience and boost your conversions.

You can use this in your brand’s story too!

From the Bible to Star Wars – and almost every epic movie you’ve ever seen – this has been the framework for excellent storytelling. The best part is, you can use this template in your own marketing and engagement with your target audience. Share anecdotes and examples in your digital marketing, sales calls, and speaking. You will engage your audience and they’ll be energized by your storytelling.

Want to know more about using storytelling in your marketing campaigns? Check out our blog article: Using Storytelling to Engage and Grow Your Audience

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AFFILIATE DISCLOSURE: If a site, product, or service I recommend has an affiliate program, I join it. That way I have the potential to earn a few dollars for the time I spend investigating it. If you click one of the above links and I have joined their affiliate program, I’ll be paid an affiliate fee if you make a purchase. Here is my promise: I will never recommend anything unless I have personally used it or researched it and would recommend it to a friend for nothing. 

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