I believe that marketing all boils down to storytelling and that there are a finite number of plots and structures. As a writer, you just need to be able to convey stories so that your audience thinks they’re new.
Kurt Vonnegut is one of my favorite authors. (Slaughterhouse-Five, Cat’s Cradle, The Sirens of Titan, Gallapagos, etc.)
Kurt proposed the theory that stories have shapes and that those shapes can be plotted on a graph. This concept, while initially applied to literature, can be adapted to craft compelling marketing narratives for businesses.
Vonnegut’s theory of story shapes is simple (and profound.) He suggested that every story could be plotted on a graph with two axes. The Y-axis represents the protagonist’s fortune, ranging from good to bad, while the X-axis represents the timeline of the story, from beginning to end.
One of the most common shapes Vonnegut identified is the “Man in Hole” story. It starts with the protagonist experiencing average fortune, then falling into a hole (a dip in the graph), and finally getting out of the hole (a rise in the graph). This shape is a testament to the resilience of the human spirit and our love for stories of overcoming adversity.
In marketing, the “Man in Hole” story could be a narrative about a company overcoming a significant challenge, such as a financial crisis or a PR disaster. This narrative can inspire confidence in customers and stakeholders, demonstrating the company’s ability to weather storms and emerge stronger. It can be used in marketing campaigns to build brand trust and loyalty.
Another shape Vonnegut discussed is the “Boy Gets Girl” story. The protagonist starts low on the Y-axis, their fortune improves as they pursue their desire (the rise in the graph), but then they lose what they’ve gained (a dip in the graph), only to regain it at the end (another rise).
For a business, this could be a story of innovation. The company starts with a new idea (the boy), works hard to develop it (gets the girl), faces setbacks (loses the girl), but ultimately succeeds (gets the girl back). This narrative can be used in marketing to highlight the company’s innovative spirit and tenacity, making it attractive to investors and customers alike.
Vonnegut’s “Cinderella” story shape is another classic. It begins with the protagonist in a state of misfortune, followed by a steady rise in their fortune, a sudden drop, and then a final rise to a state even better than before.
In marketing, this could be the narrative of a startup. The company begins with limited resources (Cinderella’s initial state), experiences growth (the ball), faces a setback (the stroke of midnight), and finally achieves success (the happy ending). This narrative can be used in marketing campaigns to showcase the company’s growth potential and resilience, attracting potential investors and customers.
Kurt Vonnegut’s theory of story shapes provides a powerful framework for business marketing. By understanding these shapes and how they resonate with audiences, businesses can craft marketing narratives that highlight their strengths, demonstrate their values, and engage their stakeholders in meaningful ways. As Vonnegut himself said, “We are creatures who seek stories, and we are satisfied when we find a good one.”
In marketing, a good story can be the difference between a product or service that sells and one that doesn’t.
Interested in Kurt explaining the concept himself? There’s a video of course!
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