Why Every Business Needs a Hero's Journey

By Jackie Wilson.

We all love a good story. It's hardwired into us.

From childhood fairy tales to Netflix binges, what really hooks us isn't facts; it's feelings. And the most gripping stories follow a familiar rhythm: the Hero's Journey.

First described by Joseph Campbell in his book, The Hero with a Thousand Faces, and popularised in Hollywood, it's a classic dramatic arc that's shared by myths and folklore across the world and underpins everything from The Lion King to Star Wars. And yes, it can totally power your marketing message, too.

A neurological affinity for storytelling means that incorporating narratives into your business content isn't just a creative choice; it's a strategic one. By framing your brand message as a compelling story, you tap into this innate human tendency, making your content more engaging and relatable.

I'd like to try and break it down without sounding like a mythology professor. Let's look at why it's the secret ingredient your marketing may be missing.

Every Good Story Needs a Hero (Spoiler: It's Not You)

It's tempting, and sometimes almost automatic, to cast yourself as the star of your brand story. You're running the business, after all. And you think you need to display your credentials, your expertise.

But in content marketing (any marketing, really), your customer is the Hero. You? You're the guide, the Mentor (as Joseph Campbell titled the role). You're not Bilbo Baggins; you're Gandalf. You're not Cinderella; you're the Fairy Godmother (complete with a magic wand, if you do your job right!); you're not Bond, James Bond. You're… you get the picture. 

When you position your client as the one with the challenge, the dream, and the grit to overcome it, you instantly shift your message from "Here's what I do" to "Here's how I can help you."

Example: Instead of "I help people write better blogs," say, "You're struggling to connect with your audience - I can help you with that, using [insert tactics of choice]."

By telling stories in your marketing that reflect your customer's struggle, growth, and transformation, you give them something to relate to and buy into.

Set the Stage

Okay, so you've put your client front and centre, making sure they know this is about them. What's next?

They need that Call To Adventure—the prompt to set out on a journey of discovery. This is where your client's journey begins. Evil is afoot. Something's not working. They're stuck. They want more. So, you go deeper into the problem you've already outlined in your Hero focus.

The "Call to Adventure" in business terms (to stick with the example above) might be:

"I'm sick of social media but don't know what else to do."

"My website looks like it was made in 2014. And not in a cool, ironic way."

"I need to sound more like me in my content, but I've no idea where to start."

Your job is to clearly define that moment for them in your messaging. When you accurately describe their 'before' state, they'll feel seen.

Tip: When you know your audience, your perfect client, you can go where they are (on social media, in forums), engage with them, conduct mini-polls, gather feedback, and use their language. It all goes towards that moment of, "She gets me."

That's where trust begins.

Enter the Mentor

Okay. This is your moment, not to shine, but to support. Once the Hero accepts the challenge, they meet the Mentor. That's you, offering tools, wisdom, and a plan (minus the actual magic wand and talking animal sidekick. Presumably). 

This is where you:

• Share stories of past clients or your own experience;
• Introduce the process, framework or tools you'll be using (and the language you use matters here—do make clear the value you're offering; don't try to dazzle with jargon);
• Offer the next step they can take with you, clarifying the results that they can expect.
• Build in them an anticipation of what they're striving towards, namely… 

…The Transformation

Every great Hero's Journey ends with a return. The Hero comes full circle, but thanks to their experiences and learnings along the way, they're changed, stronger, and more in control. They've saved the world, found the treasure, restored balance, and vanquished evil.

In content terms, this is your testimonial, your case study, and your vision for what's possible.

Paint the picture of how your client's world looks after working with you. Wax lyrical about a restored sense of balance and control, or processes that flow, or a steady stream of clients brandishing bank cards or products winging their way out into the world. 

Tip: Let personality show up here; no one's inspired by robotic marketing speak. Be as enthusiastic as you like, and let your own sense of achievement and belief in your processes and tools shine through!

Example: "When Sophie came to me, she hadn't posted a blog in 18 months. By the end of our work together, she had messaging clarity and a content calendar that felt like a relief, not a chore. She couldn't wait to get stuck in."

This isn't bragging, it's proof. It's showing you're a steady hand in their moment of chaos. When people can see themselves in the ending, they're more likely to start the journey.

Stories Make You Memorable

People don't remember features. Or bullet lists, or frameworks, or Signature Solutions (not saying you shouldn't have these; you probably totally should, but selling them needs something more!). People remember feelings. They remember stories. And when you frame your marketing like a Hero's Journey, you're not just telling people what you do - you're inviting them into something bigger. Something that they can be a part of, a victory they can share. 

What psychologists call the "narrative instinct" or "narrative construction bias" in humans' brains means we're constantly looking for patterns, causes, and consequences. We seek out the story. 

So give your content a little narrative backbone. 

Be bold, be helpful, and remember: you're not just a [insert title here]; you're the wise woman, Mary Poppins, the fairy godmother, the Good Witch, helping women find their way in the vast, pitfall-fraught world of business.

GO. YOU!!

Jackie is the founder-owner of BrickHouse, a small content creation company that mainly serves SMEs, and a media professionals with many years of standing.

She has over 25 years of experience as a freelance writer, broadcaster, and media trainer. She is a scrupulously precise editor who is utterly pedantic and very word-choosy. As a trainer, she worked with young journalists and reporters in parts of Africa and Central Asia–something she still sees as thoroughly rewarding and the most fun to be had while working.

Her content these days includes marketing copy, but she describes herself as a storyteller rather than a copywriter. A journalist to the bone, she does nothing without research, and the research object is her client’s story.