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Introduction: The Power of the Problem in Screenwriting

In the realm of storytelling, whether on screen or in marketing, the crux of a compelling narrative lies in the problem that the hero must confront. For screenwriters, crafting a gripping plot hinges on establishing a powerful challenge. Without a problem, there is no story.

Imagine a movie where the protagonist receives a call about a kidnapping, only to discover it’s a prank. The narrative would fall flat, leaving audiences disinterested. The essence of storytelling is rooted in conflict, and the stakes must be high to capture and maintain attention.

Understanding the Three Levels of Problem

To truly engage an audience, screenwriters delve into three distinct layers of problems: External, Internal, and Philosophical. These layers not only enrich the narrative but also create a deeper connection with the audience.

1. External Problem: The Visible Challenge

The External Problem is the tangible obstacle the hero faces. It’s straightforward and easily identifiable. For instance, in The Hunger Games, Katniss must win the competition. However, merely presenting this surface-level issue isn’t enough to resonate with the audience.

2. Internal Problem: The Emotional Struggle

Beneath the External Problem lies the Internal Problem—the hero’s emotional turmoil. For example, a character disarming a bomb may grapple with self-doubt due to past failures. This internal conflict adds depth, making the story relatable and engaging.

3. Philosophical Problem: The Bigger Picture

Finally, the Philosophical Problem addresses the moral implications of the narrative. It poses questions about fairness and justice, compelling viewers to consider the broader significance of the hero’s journey.

Applying Screenwriting Techniques to Marketing

As marketers, we can adopt these storytelling techniques to define our customers’ problems effectively. When we position our customers as the heroes of their own stories, we create compelling narratives that resonate deeply.

Identifying the External Problem

Start by clearly defining the External Problem your product or service addresses. This is the visible challenge your customer faces. For instance, if you offer lawn care services, the External Problem might be a weed-infested lawn.

Uncovering the Internal Problem

Next, delve into the Internal Problem. Understand the emotional struggles tied to the external issue. A homeowner may feel embarrassed or frustrated about their lawn, driving them to seek a solution.

Articulating the Philosophical Problem

Consider the Philosophical Problem—the larger implications of the issue. In our lawn care example, this might be the belief that people should enjoy their outdoor spaces rather than labor over them.

Integrating All Three Levels in Your Messaging

Once you’ve identified all three levels, weave them into your marketing narrative. For example: “Managing your lawn shouldn’t be a chore. Our expert services allow you to enjoy your outdoor space, freeing you from the stress of upkeep.”

Conclusion: Transforming Your Marketing Strategy

By effectively defining your customers’ problems across these three levels—external, internal, and philosophical—you create a narrative that is not only clear but also deeply resonant. This approach invites customers into a story where they are the heroes, and your brand serves as the guide.