Mastering Storytelling in Saudi Arabia: How the Seven Basic Plots Can Transform Your Marketing

Storytelling is at the heart of effective marketing. In Saudi Arabia, where culture and tradition are deeply valued, brands that craft stories rooted in emotion and experience can build strong connections with their audience. Christopher Booker’s The Seven Basic Plots offers a powerful framework for marketers to create compelling narratives that resonate with local consumers.

Let’s explore how each of the seven plots can be applied in the Saudi Arabian market:

1. Overcoming the Monster

• Application: Showcase how your product or service helps customers overcome challenges, whether it’s financial strain, health issues, or digital security.
• Example: A cybersecurity company could portray hackers as the ‘monster’ threatening local businesses, positioning its software as the hero.
• Cultural Insight: Relate to stories of resilience and perseverance that are admired in Saudi culture.

2. Rags to Riches

• Application: Highlight success stories of individuals or businesses that transformed their lives using your product.
• Example: A Saudi entrepreneurship platform could share testimonials of users who built successful businesses through their services.
• Cultural Insight: Align with the Vision 2030 narrative, celebrating innovation and economic growth.

3. The Quest

• Application: Position your product as an essential part of the customer’s journey toward achieving their goals.
• Example: A fitness brand could depict a Saudi individual’s fitness transformation, overcoming obstacles with the brand’s support.
• Cultural Insight: Emphasize self-improvement, which aligns with growing interest in health and wellness.

4. Voyage and Return

• Application: Showcase experiences that change people’s perspectives, whether through travel, education, or personal growth.
• Example: A travel agency could create a campaign about a family’s spiritual journey to Makkah and the emotional impact it had.
• Cultural Insight: Highlight the significance of Hajj and Umrah, or other transformative experiences.

5. Comedy

• Application: Use humor to make your brand more relatable and memorable.
• Example: A food delivery app could depict humorous scenarios of families arguing over what to order, only to find a solution through their service.
• Cultural Insight: Keep humor light-hearted and culturally appropriate, respecting social norms and values.

6. Tragedy

• Application: Create powerful cautionary tales that demonstrate the consequences of not using your product or service.
• Example: A financial advisory firm could illustrate the regret of poor financial decisions without proper guidance.
• Cultural Insight: Approach tragedy with sensitivity, focusing on lessons learned and positive resolutions.

7. Rebirth

• Application: Inspire audiences with stories of renewal and second chances.
• Example: A mental wellness platform could share stories of individuals overcoming mental health challenges through their support.
• Cultural Insight: Emphasize themes of resilience and personal growth, aligning with Islamic values of renewal and self-improvement.

Final Thoughts

When applying these plots in Saudi Arabia, remember to:

• Understand the Audience: Recognize cultural nuances and tailor your stories to reflect local values.
• Leverage Visual Storytelling: Platforms like Instagram, Snapchat, and TikTok are highly popular for visual storytelling.
• Incorporate Local Influencers: Collaborating with trusted voices can lend authenticity to your campaigns.

By mastering the art of storytelling using these seven plots, brands can build genuine connections with Saudi consumers, driving both engagement and loyalty.