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For ten years, I have been using Hollywood screenwriting techniques to help companies create effective marketing stories. I’ve seen firsthand how powerful storytelling can transform a company’s messages.
But before we go any further, spoiler alert, I want to warn you that this may ruin the movies for you. On the other hand, if you read on, I might also show you how to make your marketing story even more compelling.
The power of the problem in screenwriting
Let’s take off our marketing hats for a moment and put on our scripting hats.
In the world of screenwriting, master storytellers know that to create a compelling narrative, you must write a powerful problem for a hero to overcome. If there is no problem in the story, there is no story.
Can you imagine Liam Neeson getting the call that his daughter has been kidnapped (again), but this time, just as he’s about to engage the terrorist on the other end, his daughter jumps on the call and tells him everything just one… is a prank. Her friends were taking her to New York to see colleges there, and she would like to take him with them.
The rest of the film is about them just walking around New York and enjoying a fall day. This is not an interesting film. You would go out.
There must be a problem that the hero must overcome. A bomb must be about to explode. A meteor must hurl towards the earth. A Death Star must be about to destroy another planet.
The bigger the problem the hero has to overcome, the more the audience will pay attention and wait to see if the hero can ultimately overcome the problem.
But there’s more to writing an interesting story than just identifying a big problem.
The three levels of the problem
Obviously, for a film to truly captivate audiences, the hero must face a major problem. There must be something standing in the way of what the hero wants. This is called an external problem.
External problem
The external problem is the visible, tangible obstacle or challenge that the main character faces. It is the superficial problem that is easily recognizable. In the Hunger Games, Katniss has to win the Hunger Games. In Star Wars, Luke must destroy a Death Star. Pretty easy to understand.
This is where I start ruining movies for you. To build a relationship with the audience, screenwriters must dig deeper than the external problem. After all, how many of us had to participate in the Hunger Games or destroy a Death Star? Very few. So how can we identify with the main characters if we have never experienced their experiences?
Storytellers have learned to captivate audiences by adding two more layers to the problem: the internal problem and the philosophical problem.
Internal problem
Beneath the surface of every external problem lies an internal struggle. In a movie, the hero has to defuse a bomb (External Problem), but maybe the last time he tried to defuse a bomb, he cut the wrong wire and people died. Now he’s not sure he has what it takes. This is his inner problem. How many of us have ever wondered if we have what it takes? Pretty much everyone.
The story is no longer just about the destruction of a bomb, but about the hero’s desire to prove that he has what it takes. The internal problem becomes the core of the story and makes the story more relatable to the audience.
Philosophical problem
The next level of problems that screenwriters use is called a philosophical problem.
This is the deepest level and addresses the question of why the issue is important in a larger context or on a moral level. It often refers to what is right or wrong, fair or unfair. The film will argue that good should triumph over evil or that true love should triumph over arranged marriages.
By incorporating all three levels, storytellers can create more compelling narratives that resonate with their audiences. If the hero overcomes all three difficulty levels, the hero wins.
What does this mean for you as a marketer?
In your marketing, your customer is the hero of your story. One of the most important elements in creating a compelling story for your brand is understanding your customer’s problem. But here’s the thing: Most companies only scratch the surface when it comes to defining their customers’ problems.
External problem: The visible obstacle
The external problem is what most companies focus on. It is the tangible, visible problem your customer is facing. For example, if you sell lawn care products, the external problem might be a weed-infested lawn. It is easy to detect and straightforward to fix. Most marketers do this right.
However, if you stop there, you miss the true power of storytelling. This is where many companies fail because they fail to create a deeper connection with their audience.
Internal Problem: The Emotional Struggle
Customers are often more motivated to purchase solutions to their internal problems than to their external ones. For example, a homeowner with a weedy lawn (external problem) will not hire anyone to do lawn care unless they are frustrated and embarrassed (internal problem).
The internal problem is where the real story takes shape. It’s what drives the character (or in our case, the customer) to look for a solution. By addressing this level, you show your audience that you truly understand their problems and make your marketing more interesting.
Philosophical Problem: The Big “Why”
The third and deepest level of problems is philosophical in nature. That’s the big picture, the reason why the problem matters in the grand scheme of things. It is often presented as a question of right and wrong or fairness.
In our lawn care example, the philosophical problem might be, “People should spend more time enjoying their lawn than working on it.” This level adds weight and importance to the customer’s problem, making your product or service more important and appears more effective.
Implement the three-level problem in your marketing
Now let’s look at how you can implement all three problem levels in your marketing.
1. Identify the external problem.
First, clearly define the specific problem that your product or service solves. Be specific and use language that your customers would use themselves. For example: “Our software helps small businesses manage their finances more efficiently.”
2. Discover the internal problem.
Go deeper to understand the emotional impact of the external problem. What feelings or internal struggles does it trigger? For our financial software example: “Small business owners feel overwhelmed and stressed about managing their finances because they fear they will make costly mistakes.”
3. Formulate the philosophical problem.
Look at the bigger picture. Why is this issue broadly unfair or wrong? For our example: “Hard-working entrepreneurs shouldn’t have to become accounting experts just to run their business successfully.”
4. Integrate all three levels into your message.
Once you’ve identified all three levels, make sure they’re included in your marketing materials. Here’s what it might look like for our financial software: “Managing your small business’s finances can feel like a full-time job.
Our easy-to-use software streamlines your accounting, giving you peace of mind and more time to focus on what you do best. Because you started a business to pursue your passion, not to become an accountant.”
This message addresses the external problem (inefficient financial management), the internal problem (stress and overwhelm), and the philosophical problem (entrepreneurs should have the freedom to focus on what they love).
Make your marketing irresistible with these script techniques
By clearly defining your customer’s problem on all three levels – external, internal and philosophical – you create a message that is not only clear but also deeply resonant and motivating.
Remember that most companies are missing two of these crucial layers in their marketing. By implementing this scripting technique, you’re not just selling a product or service; You invite your customer into a compelling story where they are the hero and you are the guide they have been looking for.