What is the hero’s journey?

And why should copywriters be concerned with it?

The hero’s journey and other persuasive stories for experts.

(including hero’s journey examples)

What is the hero's journey

Today cynicism is a status symbol.

People don’t trust facts. They are inundated with information.

People want to believe.

They want to have faith in you that you can do what you promise to do.

Only a story can do that.

Especially the hero’s journey story.

The hero’s journey is a common story template. It involves a hero who goes on an adventure, learns a lesson, wins a victory. Then with that newfound knowledge, returns home transformed.  Joseph Campbell made “The Hero’s Journey” famous in his writing. 

Don’t believe is that powerful?

Then why do so millions of people around the world still follow religious leaders?

Side note.

Do you know what Moses (from the Old Testament) and Jesus (from the New Testament) had in common?

Both have a story that follows the hero’s journey template.

That is no accident.

And because everyone is on their own hero’s journey the stories of Moses and Jesus resonate strongly.

What’s more, every movie that touches you deeply does so because of its hero’s journey storyline.

Consider this.

What is the best teacher?

Experience.

What is the second-best teacher?

Story, because it simulates experience.

Don’t believe me?

Why do millions read fiction and or watch movies or soap operas?

Why does fiction outsell non-fiction by 500 to 1?

The truth is all of these stories avoid telling facts.

Facts are not as powerful as feelings.

Feelings can completely destroy facts.

And that should be the rule of thumb when you’re talking about your business and what you do for your clients.

Most business owners struggle to get any real traction in their business.

And without traction, it’s hard, if not impossible to move your business forward at the speed you’d like to go.

Whether you know it or not you’re in the “you incorporated” business.

That means you either swim in the sea of sameness or stand out like a beacon attracting the right types of clients to your business.

what is the hero's journey

How to Put More Story into Your Copywriting

Standing out starts with your backstory.

Which is another way of saying, your hero’s journey story.

However, that’s only the start.

To get traction, you need stories.

Not just any story, but stories that sell.

(I find stories that make your customer the Hero work best)

Have at least 20 of them.

Why 20?

You want to be able to “pull out” the right story at the right time to the right people.

Each story is designed to make your intended audience think a certain way about you, believe what you’re saying to them, and take the action you want them to take.

These stories help you become a “charismatic character” that attracts great clients to you.

When you look at all the top marketers online today, they are all charismatic characters.

No exceptions.

Here are just a few examples.

  • Russel Brunson
  • Perry Marshall
  • Maria Veloso
  • Mark Ford.
  • Daniel Levis.
  • Ben Settle.
  • Matt Fury.
  • Carline Anglade-Cole
  • Frank Kern.
  • Doberman Dan.
  • Bill Glazer.
  • Jay Abraham.
  • Rich Schefren
  • Todd Brown.

I could go on, but I think you get the idea.

You don’t need to be an extrovert… your stories are all you need to become a charismatic character.

And when you do, you attract clients rather than having to chase them.

Once you assemble your stories from your business history it is time to use them…

  • One to one.
  • One to many (in person or online)
  • On your home page
  • Your about you page
  • Your blog posts
  • Social media sites
  • Your emails
  • Over the phone
  • And more…

passion and the hero's journey

A little time ago I went to a meeting of local people involved in digital businesses.

Wow, what an experience. They get it.

There’s one guy (Shane) who is the charismatic character that holds it all together.

It’s not a business club or a networking event, it’s a community. Shane is already using the ideas I want to show you.

By the way, I didn’t tell you there were 113 people at that local event. Almost unheard of for any local business club. And get this – there was even a waiting list.

Imagine if you could attract clients whenever you wanted.

Becoming that charismatic character. (like Shane)

The only thing that makes your marketing campaign work is that people really believe you’re the one for them.

And you are doing the right things for the right reasons.

Using the analogy that business is like war then your ultimate weapon is story because it enables you to blast through all resistance.

How?

“Storytelling is like mind reading,” said Stephen King.

“I’m putting my beliefs straight into your mind with no resistance from you.”

Stories persuade, influence, and get people to change their beliefs.

Especially when told by a charismatic character.

Being a charismatic character is all about becoming the “go-to guy” in your marketplace.

Your goal is to dominate your market and be thought of as the only viable choice.

This is great timing as you’re about to take on a salesperson.

He will need to know your hero’s journey story (your backstory).

You’ll use your hero’s journey story together with other stories like your “miracle” stories.

The “what you’ve done for other clients” stories.

You begin by crafting your hero’s journey story because ALL of your messages stem from your unique character and your origin story.

You’ll be seen as congruent, authentic, and influential.

You need to develop your hero’s journey story first.

You’ll want a one-minute, three-minute, and a five-minute version depending on the situation you’re communicating in.

You must have a smorgasbord of stories.

These include:

  • Vision stories.
  • Teaching stories (parables).
  • Miracles (stunning skills you are known for).
  • ‘Why you are here stories.’ (Stories that show what’s in it for you.)
  • ‘Who you are’ stories. (In this group of stories that have four subsets, a time you shined, a time you blew it, what you learned from a mentor, and what insights you gained from a film).
  • “I know what you’re thinking stories.” (Overcoming objections.)
  • Quest stories.
  • Exciting incident stories.
  • Loss and redemption stories.
  • Before and after stories.
  • Ennobling stories.
  • Likable things you’ve done stories.

You will need 20 well-crafted stories and when you have them you will discover each story can be repurposed many times.

You’ll file your stories by the point you want to make for easy reference.

You’ll need a keynote speech that includes your hero’s journey story.

This is a 20-minute special speech you will give when you want to convince people you’re their best choice.

Once you have this speech you can use it anywhere you can give a 20-minute talk.

You will also repurpose it into a Video Sales Letter that you can drive traffic to when you want to supplement your speeches with a passive income stream.

You’ll need your dogma – your rules and philosophy.

Like golfers, you’ll have your own “Insider Language.” Making people feel like they belong. Affinity is a powerful motivator to stay with you over the long-term.

Your hero’s journey story starter.

Ordinary World: This step refers to the hero’s normal life at the start of the story before the adventure begins.

Call to Adventure: The hero is faced with something that makes him begin his adventure. This might be a problem or a challenge he needs to overcome.

Refusal of the Call: The hero tries to refuse the adventure because he is afraid or has low self-esteem.

Meeting with the Mentor: The hero meets someone who can give her timely and profound advice and ready her for the journey ahead.

Crossing the First Threshold: The hero leaves his ordinary world for the first time and crosses the threshold into adventure.

Tests, Allies, Enemies: The hero learns the rules of his new world. During this time, he endures tests of strength of will, meets friends, and comes face to face with the enemy.

Approach: Setbacks occur, sometimes causing the hero to try a new approach or adopt new ideas.

Ordeal: The hero experiences a major hurdle or obstacle, such as a life-or-death crisis.

Reward: After surviving death, the hero earns his reward or accomplishes his goal.

The Road Back: The hero begins his journey back to his ordinary life.

Resurrection Hero – The hero faces a final test where everything is at stake and he must use everything he has learned.

Return with Elixir: The hero brings his knowledge or the “elixir” back to the ordinary world, where he applies it to help all who remain there.

This is important!

During your hero’s journey story detail your struggles:

The pain you endured. The ups and downs you went through.

Then reveal how you got your aha moment.

The point in your hero’s journey story where you made a breakthrough and from that point forward you could see the light at the end of the tunnel.

Next, tell me how you overcame adversity and achieved your desired outcome.

Think of this as your “here’s how I went from being really rubbish at this thing” (I was once where you are now) “to becoming great” (which is why you’re watching/listening to me now.)

Remember to emphasize the difficulty you endured when things went really bad for you. This will create empathy.

Your reader has to care about what happens to you.

They must like you and bond with you, so they REALLY believe your hero’s journey story.

Your story is like passive persuasion.

In your message show that you have really earned the right to talk to them.

Paint a crystal-clear picture that you have found the answer to your problem (which is the same problem your prospect has).

the heros journey, how she became a success

More on the hero’s journey story.

Obviously, this is just a start to creating powerful stories for the brand called YOU.

And this may well be enough for you.

If you want more then we have good news for you.

We’ve put together the next step in your journey for crafting your own hero’s journey story.

And guess what?

That next step begins with another type of story.

We will tell you more about it very soon.

In the meantime, you can contact us here.

Related: Free Copywriting Course


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