Literary theorist Christopher Booker adheres to the school of thought that there are 7 basic plots to all stories including movies, play, sitcoms, and more. They all tend to cycle the viewer through a range of emotions.
But in our daily business marketing, we don't have the time or attention span to develop a plot or characters. So you can take an abbreviated mix of emotions to lead people through a journey, and get them to take action.
You first have to know your audience, and what narratives, they may have in their minds that you need to avoid, or overcome in making your case in the marketing process.
I contend that there are three basic mini-plots that we can use to get our points across in an emotionally efficient way:
- Happy, Happy, Happy?
- Happy, Sad, Happy?
- Sad, Happy, Sad?
In this episode, we will look at how you can control the narrative, without being too manipulative!