Welcome to Creator Columnswhere we bring experts HubSpot Creator voices to blogs that inspire and help you grow better.
For the past ten years, I’ve been using Hollywood screenwriting techniques to help companies craft powerful marketing stories. I saw firsthand how powerful it was storytelling it can be in transforming company messages.
Before we go on, though, a spoiler alert, I should know that it might just spoil the movies for you. On the other hand, if you keep reading, I might just show you how to make your marketing story even more compelling.
The power of screenwriting problems
For a moment, let’s take off our marketing hats and put on our screenwriting caps.
In the world of screenwriters, master storytellers know that creating an exciting narrative requires writing a strong problem for the hero to overcome. If there are no problems in the story, there is no story.
Can you imagine Liam Neeson getting a phone call that his daughter has been kidnapped (again), but this time, just as he’s about to go after the terrorists on the other side, his daughter jumps on the call and tells him it’s all a joke. Her friends have taken her to New York to check out colleges and she would like him to join her.
Then the rest of the movie is about them just walking around New York enjoying a fall day. It’s not an interesting movie. He would go out.
There must be a problem for the hero to overcome. The bomb must explode. The meteor must throw towards the earth. The Death Star is about to destroy another planet.
The bigger the problem the hero has to overcome, the more the audience pays attention and waits to see if the hero will be able to overcome the problem in the end.
However, there is more to writing an interesting story than just identifying a big problem.
Three levels of problems
So obviously, for the movie to really capture the audience, the hero has to face a big problem. There is something that must stand in the way of what the hero wants. This is called an external problem.
External problem
An external problem is a visible, tangible obstacle or challenge that the main character faces. It’s a surface-level problem that’s easy to recognize. In The Hunger Games, Katniss must win the Hunger Games. In Star Wars, Luke must destroy the Death Star. Pretty simple to understand.
Here’s where I’m going to start ruining your movies. To connect with audiences, screenwriters must dig deeper than the outer problem. After all, how many of us had to compete in the Hunger Games or destroy the Death Star? Very few. So how can we relate to the main characters if we have never experienced their experience?
Storytellers have learned to engage audiences by introducing 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 the movie, the hero has to disarm the bomb (External Problem), but maybe the last time he tried to disarm the bomb he cut the wrong wire and people died. Now, he’s not sure he has what it takes. That is his internal problem. How many of us have ever wondered if we have what it takes? Almost everyone.
The story is no longer just about destroying the bomb, but about the hero’s desire to prove that he has what it takes. The internal problem becomes the heart of the story and makes the story closer to the audience.
Philosophical problem
The next layer of problems screenwriters use is called the philosophical problem.
This is the deepest level, which deals with why the issue matters in a larger context or on a moral level. It often refers to what is right or wrong, fair or unfair. The film will present the argument that good should overcome evil or that true love should overcome arranged marriages.
By including all three levels, storytellers can create more compelling narratives that resonate deeply with their audiences. When the hero overcomes all three levels of problems, the hero wins.
So 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 customers’ problems. But here’s the thing — most businesses only scratch the surface when it comes to defining their customers’ problems.
External problem: A visible obstacle
The external problem is what most businesses focus on. It’s a tangible, visible problem your customer is facing. For example, if you sell lawn care products, an external problem might be a lawn full of weeds. It is easy to recognize and easy to solve. Most marketers get it right.
However, if you stop there, you miss the true power of storytelling. This is where many companies fall short, failing to connect with their audience on a deeper level.
Internal problem: emotional struggle
Customers are often more motivated to buy solutions for their internal problems than for external ones. For example, a homeowner with a lawn full of weeds (an external problem) will not hire someone to take care of their lawn unless they feel frustrated and embarrassed (an internal problem).
The internal issue is where the real story begins to take shape. This is what drives the character (or in our case the customer) to seek a solution. By addressing this level, you show your audience that you truly understand their struggles and make your marketing more engaging.
Philosophical Problem: The Big “Why”
The third and deepest level of the problem is philosophical. This is the big picture, the reason why the problem matters in the grand scheme of things. It is often posed as a question of right and wrong or fairness.
In our example of lawn care, 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 feel more important and impactful.
Implementing the three-level problem in your marketing
Now, let’s look at how to implement all three levels of problems in your marketing.
1. Identify the external problem.
Start with a clear definition tangible 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.
Dig deeper to understand the emotional impact of an external problem. What feelings or internal struggles does it create? For our financial software example: “Small business owners feel overwhelmed and stressed about managing their finances, worried they could make costly mistakes.”
3. Articulate the philosophical problem.
Consider the bigger picture. Why is this problem unfair or wrong on a larger scale? For our example: “Hardworking entrepreneurs should not become accounting professionals just to run their business successfully.”
4. Put all three levels into your messages.
Once you’ve identified all three levels, make sure they’re in your marketing materials. Here’s what it might look like for our financial software: “Managing small business finances can feel like a full-time job.
Our easy-to-use software simplifies your bookkeeping, 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 an external problem (ineffective financial management), an internal problem (stress and overwhelm), and a philosophical problem (entrepreneurs should be free to focus on what they love).
Make your marketing irresistible with these scriptwriting techniques
By clearly defining your client’s problem on all three levels – external, internal and philosophical – you create a message that is not only clear, but deeply resonant and motivating.
Remember, most companies are missing two of these key levels in their marketing. By applying this scriptwriting technique, you’re not just selling a product or service; you’re inviting your customer into a compelling story where they’re the hero and you’re the guide they’ve been looking for.
https://blog.hubspot.com/marketing/screenwriting-techniques-marketing
