There’s a reason we binge-watched Schitt’s Creek in one weekend. Of course, we were sold at Eugene Levy. The fatherly wisdom, the superior dress code, the over-sized eyebrows? What’s not to love? But even without the charm of those stellar eyebrows, we tuned in to each episode because we loved the story. With every meltdown from David and new wig from Moira, we stayed on the edge of our seats. We pulled for the Rose family every step of the way.
The overarching problem driving the Schitt’s Creek storyline is simple. The problem is Schitt’s Creek. Told ya it was simple. The Roses, who once enjoyed a life of private jets and caviar, are thrust into the blue-collar town with less than desirable accommodations. Each episode is another chapter in the Rose’s plight to get out of Schitt’s Creek, and back to the luxurious life they once knew. In case you haven’t finished the series, we’ll spare you any spoilers.
The best stories have a clear, well-established problem. This rings true for television shows (Hey Schitt’s Creek) and this rings true for your brand. The narrative behind your company must establish a problem. Why does the customer need you anyway? What do they need help with?
The StoryBrand Framework identifies the consumer’s problem into three levels of conflict: external, philosophical and internal.
External: The obvious part of the problem. The part we can all see.
The Rose family went from the life of leisure to a roach motel. From private planes to a ’77 Lincoln. From weekends in the city to parties in a barn. From five star meals to lunch at The Cafe Tropical.
Internal: Time to get emo. How does that external problem make you feel?
Not good. The Roses feel down, mistreated and forgotten. As they fall further away from fame and fortune, they feel helpless.
Philosophical: What’s the deeper part of the problem? What’s the big WHY?
It’s not fair. The Roses deserve to have their lavish, life of luxury back. David deserves premium skin care, Alexis deserves a weekend rendezvous with foreign diplomats, and Moira deserves the world’s finest wig collection.
The problem is the hook of the story. Shows like Schitt’s Creek are binge-worthy because they have a really good, really clear hook.
What’s the hook that drives your brand’s story? What’s the big problem your customers are facing? Stories have taught us that the human desire to overcome and resolve frustration is often our greatest motivator. Customers buy your products or services to resolve some sort of frustration. So, what is it? This is your brand’s HOOK. And it’s what keeps the customers coming.
Need help defining your brand’s hook? Or maybe the problem is obvious, but you need help communicating it to your audience. Or maybe you just want to talk about your dating problems. Bring it on. We’re StoryBrand AND Love experts.