This article originally appeared on Robinia Creative.
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Digital Marketers talk a lot about narrative and story. Crafting your brand’s marketing around the story is simple: you are guide, the customer is the hero, and your business is the path to success.
Or, in other more geeky terms: you are Gandalf, your customer is Frodo, and your business is Samwise Gamgee.
However, as Bernadette Jiwa says, “by setting out to find the right story,” we often “lose sight of the real story.”
Many people see the end of the Lord of the Rings when Frodo drops the great Ring of Power into Mount Doom, destroying it forever. This is not the case; this is not the end of the real story. The true end to the Lord of the Rings is when Samwise, standing on the banks of a calm Middle Earth, waves to Frodo, who peacefully drifts toward the Grey Havens.
This difference is key—the difference between right and real. Your customer has a problem and its solution is not the eradication of such problem, but the peace, contentment, or satisfaction that follows its eradication.
Digital Marketing is often mistaken as a discipline that adaptive—adaptive to markets; technology; and what customers want. Most often, Digital Marketers go off on angles that hope to attract attention fast.
Like the Lord of the Rings, it is important to look at the story—marketing—in its completeness. Angles do not matter—Google ranking does not matter—if Frodo does not sail to the Grey Havens.
Story is important, yes. But it is not the most important.
Most fundamentally, Digital Marketing is about devoting energy and resources to reflect on and resonate with the right angles for the right people.
In other words, if Gandalf tells Legolas how to get to Mount Doom but leaves Frodo in the dark, Middle Earth becomes a different place and Mordor wins.
Our mission is to get Frodo to the Grey Havens and the right story will do just that!