{"id":27442,"date":"2021-03-04T16:22:16","date_gmt":"2021-03-04T20:22:16","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=27442"},"modified":"2021-03-05T18:08:51","modified_gmt":"2021-03-05T22:08:51","slug":"transformation-marketing","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/transformation-marketing\/","title":{"rendered":"Transformation Marketing: The Hero&#8217;s Journey"},"content":{"rendered":"\n<p>What is transformation marketing? Is it effective? How can you work it into your <a href=\"https:\/\/www.shortform.com\/blog\/storybrand-brandscript\/\">brandscript<\/a>?<\/p>\n\n\n\n<p>Transformation marketing is part of your <a href=\"https:\/\/www.shortform.com\/blog\/what-is-the-heros-journey\/\">hero&#8217;s journey<\/a>. Along the way in your brandscript, your hero will learn new ideas and skills that will help transform them to the person who needs your product. <\/p>\n\n\n\n<p>Read more about transformation marketing and how it works. <\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Transformation<\/strong> Marketing<\/h2>\n\n\n\n<p>The previous chapters in Part 2 have each addressed one of the seven elements of the SB7 story arc. Chapter 9 will address one more facet of story: a hero\u2019s longing to transform. <strong>While people are motivated by the possibility of <a href=\"https:\/\/www.shortform.com\/blog\/failure-is-a-part-of-success\/\">success and failure<\/a>, the number one thing that motivates humans is the desire to change<\/strong>\u2014to become more self-accepting, different, or better.<\/p>\n\n\n\n<p><strong>In narrative, transformation refers to the new skills the hero learns from the guide and facing the conflict.<\/strong> By the end of the book, after she defeats the villain, she\u2019s a different person than she was at the beginning. (Shortform example: In the Disney movie <em>Mulan<\/em>, at the beginning of the movie, Mulan doesn\u2019t know how to hold a sword. By the end, she\u2019s saved China from an invading army.)<\/p>\n\n\n\n<p><strong>In branding, transformation marketing refers to the potential to take on a new, aspirational identity<\/strong>. The best brands think hard about what kind of people their customers want to be and then show that ownership of their products is a distinguishing characteristic of that identity. (Shortform example: if you sell hand soap, you can show potential customers that your existing customers are clean, healthy people.) Brands that prioritize changing lives tend to sell a lot of products because customers love brands that help them transform. Likewise, <strong>transformation marketing is the key to creating brand evangelists: <\/strong>people who swear by your brand and enthusiastically promote it to others.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Selling More Than a Product<\/strong><\/h3>\n\n\n\n<p><strong>When you make use of aspirational identities, you\u2019re not just selling a product\u2014you\u2019re also selling personal improvements. <\/strong>Transformation marketing adds value to your brand.<\/p>\n\n\n\n<p>For example, Gerber Knives advertises their knives being used by adventurous, tough, fearless people\u2014the kind of people who perform rescues and face down wild animals. This advertising suggests that if you buy a knife, you will become an adventurous, tough, fearless person. Even though the author was well aware of this technique, when he came across a display of Gerber Knives in a Home Depot, he still wanted one.<\/p>\n\n\n\n<p>The author later received a Gerber knife as a gift and he\u2019s never used it to rescue anyone. Did the gift-giver waste their money? The author doesn\u2019t think so. <strong>Owning it still makes him feel fearless and tough.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Affirmation<\/strong><\/h3>\n\n\n\n<p><strong>It\u2019s not always obvious that a hero has changed<\/strong> because, throughout most of the story, she\u2019s been doubting herself and struggling. As a result, <strong>to emphasize the transformation, many stories feature affirmation scenes<\/strong> in which the guide tells the hero how far she\u2019s come. For example, at the end of <em>The King\u2019s Speech<\/em>, the king\u2019s speech coach tells the king he\u2019ll do a good job ruling.&nbsp;<\/p>\n\n\n\n<p><strong>In branding, as you\u2019re the guide, you need to alert the customer when they\u2019ve transformed<\/strong>. For example, Dave Ramsey, a financial advisor, hosts a radio show about personal debt and runs finance courses. Once customers have completed his courses, he invites them to appear on his radio show and shout \u201cI\u2019m debt-free!\u201d Ramsey and his staff then applaud the transformation.<\/p>\n\n\n\n<p>(To learn more about Dave Ramsey, <a href=\"https:\/\/www.shortform.com\/app\/book\/the-total-money-makeover\">read our summary of his book <em>The Total Money Makeover<\/em><\/a>.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Writing Your Brandscript<\/strong><\/h3>\n\n\n\n<p>To write your brandscript including transformation marketing:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Return to your <a href=\"https:\/\/www.mystorybrand.com\/\">StoryBrand BrandScript<\/a> or sheet of paper.&nbsp;<\/li><li>Brainstorm aspirational identities for your customers by <strong>thinking about how your customers want other people to describe them.<\/strong><\/li><li>Fill out the \u201ctransformation to\u201d section with the top aspirational identities from your <a href=\"https:\/\/www.shortform.com\/blog\/how-to-brainstorm-effectively\/\">brainstorming<\/a> list.<\/li><li>Fill out the \u201cstarting point\u201d section with the opposite of the aspirational i<\/li><\/ol>\n","protected":false},"excerpt":{"rendered":"<p>What is transformation marketing? Is it effective? How can you work it into your brandscript? Transformation marketing is part of your hero&#8217;s journey. Along the way in your brandscript, your hero will learn new ideas and skills that will help transform them to the person who needs your product. Read more about transformation marketing and how it works.<\/p>\n","protected":false},"author":5,"featured_media":10864,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,103],"tags":[215],"class_list":["post-27442","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-sales","tag-building-a-storybrand","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Transformation Marketing: The Hero&#039;s Journey - Shortform Books<\/title>\n<meta name=\"description\" content=\"What is transformation marketing? As your hero goes on their journey, they&#039;ll transform\u2014and be ready to buy the product. 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