November 3, 2016

Using archetypal stories in your marketing

We went to the cinema last night to see a one-off screening of a film called Makibefo. Makibefo is a derivative version of Macbeth, filmed on the southern tip of Madagascar.

The actors in the film are local tribespeople, who had never heard of Shakespeare, and never even seen a movie before the start of production.


Linzi was unimpressed with the film (she says I owe her £8), but that is besides the point. The point is that a true archetypal story never goes out of date, and can even be successfully transplanted into a different language and culture.

You couldn’t transplant East Enders into Madagascar, because what little story exists is based around an East London stereotype.

Archetypal stories are primarily about universal human emotions. The story of Macbeth is about power, greed and regret. If you can work universal emotions like these into your marketing you’ll write timeless stories that are relevant to a large number of people.

I wrote an email series about plot archetypes, discussing how to use them in your marketing. If you would like to receive the series you can subscribe here.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.