There are only 7 ways to tell your credit union’s digital story

There is an art to storytelling.

And there’s also a science behind it.

To understand both of these aspects requires an understanding of the elements of storytelling. Yes, we’re going back to the basics of your junior high school literature class.

Understanding and implementing these concepts will help you use digital marketing to tell stories that sell by emotionally connecting with the consumers in your community.

The problem the majority of banks or credit unions face today is the majority  use the same, tired stories that promote their “great rates and amazing service.”

Some of the best examples of these promotions are the cliché seasonal marketing campaigns. “Spring into your auto loan,” “Make a splash with a summer vacation loan,” or our favorite, “Catch a falling rate.”

The primary issue with these “stories” is that banks and credit unions are merely promoting the basic features of a product or service. Sure, they are informative, but strip away the branding and replace it with a competitor, and you’ll find no difference.

It’s time for credit unions to move past the promotion of “great rates and amazing service.”

It’s time to tell digital stories that sell.

The following seven story archetypes will help get you thinking about how your credit union can tell stories that sell and ultimately make an emotional connection with consumers.

Overcoming the Monster

This is a story in which the hero must overcome an external force of evil, or monster, which threatens to destroy the hero and his homeland. Along this journey, the hero must conquer an internal character flaw and acquire a new set of skills, through the help of a mentor, that will then enable him to triumph over evil.

Example: Jaws

Chief Martin Brody must defeat the great white shark threatening the citizens of Brody’s home, Amity Island, while overcoming his fears of water.

Rags to Riches

This archetype tells the story of a modest hero that has been downtrodden by various circumstances. Along his journey, the hero meets a guide who helps them use their natural talents to overcome their struggles and find success.

Example: Aladdin

As a lowly thief, Aladdin does not have much going for him until he encounters the Genie, who guides the hero to not only defeat the villainous Jafar but also win the heart of Jasmine.

The Quest

In this story, the hero, along with a group of companions, embarks on a journey to find something, whether it be an object, location or person. This search compels the hero to leave the comforts of home, sparking a trek that requires him to grow in strength and courage, typically through the guidance of his companions.

Example: The Lord of the Rings

Frodo, along with his fellow Hobbits, must leave the shelter of the Shire and journey to Mount Doom to destroy the One Ring. Along the way, he bands together with other characters to help him on this quest.

Voyage and Return

This is the journey of an everyday person who is transported to a foreign and distant land. In this new environment, the hero must adapt to his surroundings and along with the help of a guide, must defeat a rising danger that threatens the land. After finding success, the hero returns home with a new outlook and perspective.

Example: Peter Pan

The Darling children, Wendy, John and Michael, travel with Peter Pan to Neverland, helping him to defeat Captain Hook and his company of pirates. After this victory, the children return home, knowing the importance of imagination and creativity.

Rebirth

The classic metamorphosis tale, this final archetype centers on a hero who succumbs to an evil force, transforming him into a villain. Along this hero’s journey, he encounters a guide who demonstrates noble qualities, reminding the hero of who he once was. Ultimately, the hero is redeemed, shedding the skin of his former self and rebirthed as a new creation.

Example: Beauty and the Beast

As the result of his spoiled and selfish behavior, a spell transforms the prince into a hideous beast. But through the kindness and love shown by Belle, the beast is redeemed and transformed not only back into human form, but also into an unselfish and loving prince in the end.

Comedy

Trials and tribulations keep the hero and his lover apart for the duration of this story, resulting in humorous scenarios due largely in part to miscommunication between the two parties. As the story plays out, the hero and lover are able to overcome these obstacles and come together to live happily ever after.

Example: Hitch

The story revolves around “Date Doctor” Hitch and his romance of Sara, a woman who has no interest in dating. After a facing a series of challenges and miscommunication, the pair overcome them, ending up together.

Tragedy

The central character of this narrative is a tragic hero. Over the duration of the story, the tragic hero delves further into darkness as he pursues an object. This obsession ultimately destroys the tragic hero, as he comes to realize this fatal flaw just before he dies.

Example: The Prestige

In an effort to outperform one another, magicians Robert Angier and Alfred Bordon participate in a game of ever-increasing stakes. Their obsessions with illusions, accolades and performance destroy each character. Only at the end do each of tragic heroes realize what their pursuits has cost them.

Jonathan Lay

Jonathan Lay

As Senior  Advisor at CU Grow, Jonathan Lay helps banks and credit unions use digital marketing to tell stories that sell. He brings over a decade of digital marketing experience ... Web: www.cugrow.com Details