The Structure Of Persuasive Storytelling Or How Mass Influence Occurs

Storytelling is one of our oldest forms of communication. It is a way that ideas and information have been transferred person to person for thousands of years before radio, television and other mass media and now via those tools. It holds one of the most important keys to persuasion and mass influence that you can possess. Once you understand how storytelling works you have at your disposal the one tool that slips in under people's conscious radar and impacts them deeply. It is the basis for movies, marketing, advertising, negotiation, religion, propaganda and more.

Joseph Campell popularized the term Monomyth (often referred to as The Hero's Journey) which he took from James Joyce's book Finnegans Wake (It is correct, Finnegans has no apostrophe). This basic narrative structure appears in all cultures and is described by Campbell in the introduction to his seminal work on the subject The Hero With A Thousand Faces like this:

"A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered and a decisive victory is won: the hero comes back from this mysterious adventure with the power to bestow boons on his fellow man."

Chris Vogel a writer of some regard who has been involved in writing many high grossing movies that follow The Hero's Journey describes the journey in 12 steps:

Vogel's 12 Stage's look like this:

1. Ordinary World – The hero's normal world before the story begins

2. Call To Adventure- The hero is presented with a problem, challenge or adventure

3. Refusal Of The Call – The hero refuses the challenge or journey, usually because he's scared

4. Meeting with the Mentor – The hero meets a mentor to gain advice or training for the adventure

5. Crossing the First Threshold – The hero crosses leaves the ordinary world and goes into the special world

6. Tests, Allies, Enemies – The hero faces tests, meets allies, confronts enemies & learn the rules of the Special World.

7. Approach – The hero has hit setbacks during tests & may need to try a new idea

8. Ordeal - The biggest life or death crisis

9. Reward – The hero has survived death, overcomes his fear and now earns the reward

10. The Road Back – The hero must return to the Ordinary World.

11. Resurrection Hero – another test where the hero faces death – he has to use everything he's learned

12. Return with Elixir – The hero returns from the journey with the “elixir”, and uses it to help everyone in the Ordinary World

Here Joseph Campbell talks about The Hero's Journey as it plays out in the movie Star Wars.

I did a video presentation on how to use effective persuasive storytelling in business which you'll find in segments here.

This process works particularly well when you are creating media releases, telling stories for the media or presenting messages to large groups . . . it works equally well one on one. If you want your fame to spread, tell a story using this format that is easy for people to grasp and tell again. Fame is built on powerful stories.

Begin searching the stories around you and notice how many of them incorporate either intentionally or unintentionally the elements of The Hero's Journey. Classic myths from many cultures share this structure as do the stories of Jesus, Moses, and Buddha. A good number of high grossing, popular movies and books follow The Hero's Journey including Star Wars, The Matrix, The Lion King, Beowulf, The Lord of the Rings and Ender's Game.

Watch the videos and see how you can apply storytelling to your persuasive efforts and watch how they transform. Be sure to leave your comments here and let me know your experience, I look forward to reading them.