In 2005, Christopher Booker published a book identifying seven basic plots that all stories follow. Check out the presentation to find out how to use them in content marketing.
10. Overcoming the Monster
The Quest
Tragedy
Rebirth
Romance
Voyage and Return
Rags to Riches
11. { Overcoming the Monster
A hero is tasked with destroying a monster
(not necessarily a literal one). Examples:
Beowulf, Gilgamesh and Jaws.
12. { 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.
13. { Tragedy
The 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.
14. { Rebirth
A 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.
15. { 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.
16. { 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.
17. { 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.
20. Here’s how you can make
your content tell a story – in
four steps.
21. 1. Think like a director
Cast your ideal customer in the
hero’s role.
22. 2. Pick a story
What kind of story will your
content tell about them?
23. 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.)
24. 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.)
25. 4. Create your story
...whether it’s a video, case
study, brochure, ebook, infographi
c, online game, or something else
entirely.
26. 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…
27. { 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?
28. { 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.
29. { Tragedy
Your 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.
30. { 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?
31. { 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.
32. { Voyage and Return
An online game throws your hero into a confusing
and chaotic world. How will they find their way
out?
33. { Rags to Riches
A case study tells the story of how your hero
overcame the odds to turn his/her company’s
fortunes around.
34. 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.
36. 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.
38. 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
basic plots – Radix Communications
Storytelling in B2B marketing: how to use a three-
act structure – Radix Communications
Sources and further reading
39. 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
40. 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