Success in business is ultimately rooted in proper execution of simple ideas: get in front of prospective customers, sell them your product, and build relationships with them so that they trust you and feel comfortable buying from you again and recommending you to others.

In fact it is that basic idea that gives marketers a purpose: the mission of marketers, should they choose to accept it, is to transform customers into evangelists -- or, as we'll see, heroes -- that spread the good word of you and your business.



This mini-series will offer a framework for doing just that: getting the attention of customers, and then using that attention to offer them compelling experiences that they will earn their trust, loyalty, and passion -- which in turn will cause them to go on and spread the word to the masses. The framework finds its roots in what is known as the monomyth, also known as the Hero's Journey -- the story found in all mythologies of all people throughout all of the known history, the story that is still at the root of so much modern storytelling. Those familiar with mythology will know that it is, in a very real sense, symbolic of the story of our lives.

Ultimately, the idea is to help your customers/users become superheroes, and in doing so, build an unbeatable brand and a marketing force that works for free.

The mini-series has five parts:

1. A look at the overall structure of the monomyth, and how we can apply this to marketing.

2. Separation: Phase I of the hero's journey. For superhero marketers, this means separating the customer from the world he knows, and giving him/her the world he/she longs for.

3. Initiation: Phase II of the hero's journey; for superhero marketers, this means initating the customer into your world -- embedding your message in their minds.

4. Return: Everything that has a beginning, has an end -- and the hero's journey is no exception. Having transformed your mortal customer into a superhero, allow the journey to end by sending your newly created superhero off into the world, so that he can give the gift that you gave him to others.

5. More on the Monomyth: resources for further exploring the Hero's Journey.

To help explain both the monomyth and its connection to the framework for Superhero Marketing, I'll be drawing parallels to three stories from modern cinema that are great examples of the monomyth: The Matrix, Fight Club, and V for Vendetta. (Admittedly, I have a bias towards post-1999 American movies, especially those made by the Wachowski brothers).


But of course, every heroic journey begins with a choice: the hero must choose to embark upon the quest. And so, the same is true for you: you can either disregard the idea of Superhero Marketing and return to the world you know -- one where you are consumed by the mundane drudgery of your daily life, imprisoned by a reality imposed upon you, all of which conspires to leave you unable to give your creative talents to the world. Or, you can accept the call, continue on with the following posts in this series on Superhero Marketing, immerse yourself in these ideas, and return with a renewed sense of purpose to your calling as a marketer.

Of course, the choice can be made by you and you alone. I trust though, that like all heroes, you will know what to do.

Other Posts in This Series

Phase I: Separation
Phase II: Initiating the Customer
Phase III: The Superhero's Return
Further Resources for Exploring Superhero Marketing