This Saturday, I spoke to a big-shot screenwriter who completely changed the way I look at storytelling and Marketing.
This screenwriter writes for a very popular web series in India.
“Jurrasic Park is not just about Dinosaurs,” he told me.
“What?!” I asked, afraid that the memory of my childhood will not be the same anymore.
“There are 3 story arcs that can be in a story. External, internal, and inter-personal.”
“Go on,” I said.
“In Jurrasic Park, the external arc is about how Adam Grant is going to save everyone from the dinosaurs.”
“The interpersonal arc talks about Adam’s relationships with others, and how they change throughout the movie.”
“The internal arc is about Adam’s inner transformation.”
In Marketing a similar thing happens. The customer is the hero, of course. And while your product promises an external transformation, it should also consider an internal transformation.
External transformation – With this car, you can travel from A to B.
Internal transformation – When you drive this car, your neighbors will be in awe of you.
External transformation – When you hire me as a photographer for your wedding, I will click high-quality photos.
Internal transformation – When you show these wedding photos to your friends, they wouldn’t stop talking about how beautiful you look.
External transformation – This software would help you manage your accounts in less time.
Internal transformation – This software would help you spend more time with your family.
A Tesla takes you from A to B. But so does a Volvo. And so does a Mercedes. Then what’s the difference between them? The difference lies in the internal transformation.
When I drive a Volvo, I feel safe. When I drive a Mercedes, I feel that I have gained status in my neighbor’s eyes. And when I drive Tesla, I feel that I am saving the planet.
The outer transformation is the same. The inner transformation is different.
Don’t just promise benefits. Promise the ‘emotional transformation’.