This is psychology decoded by Maureen Murdock, a Jungian psychotherapist who studied under Joseph Campbell.
The core axis when women buy things is "regaining their true self."
Whether it is Cinderella, Rapunzel, or Frozen,
The protagonist is a woman, and the prince and the villain are all just supporting characters for the "protagonist to regain her true self."
The axis is "the protagonist regaining her true self."
This is how to create a story that women can project themselves into and enjoy.
By applying this storytelling, you can create sales writing that makes women want to buy.
Think back to Cinderella.
She doesn't train. She doesn't level up. There are no special training scenes.
One day, a fairy godmother comes, gives her a dress, shoes, and a carriage, and she goes to the ball.
And the prince is—a "supporting character."
The axis of the story is not "marrying the prince."
It is that the "true me," who was hidden under the guise of Cinder-ella, comes to the surface for just one night.
Rapunzel and Frozen have the same structure.
The protagonist is a woman. All the characters around her are supporting roles for her to regain her true self.
And—"the moment a woman pays money follows the same structure."
Before we get to the main topic, one announcement.
Get the "50 Deluxe Benefits" for Instagram x Content Sales for a limited time 🎁
Receive them here:
👉https://utage-system.com/line/open/kVVp89lnbKa5?mtid=DNs9phnmOfRQ
1. The "Hero's Journey" can only be used halfway
The most famous story template is the "Hero's Journey."
It was a structure extracted by mythologist Joseph Campbell by comparing myths from around the world.
Leaving daily life, facing trials, fighting, gaining treasure, and returning.
Hollywood movies, shonen manga, and success stories in business books mostly follow this pattern.
Therefore, sales copy is also written in this pattern.
"Change your current self."
"Climb one step at a time."
"If you work hard, you will get it in the end."
This works well. However, it only works for specific people.
It is strong for those who can get on the script of moving forward, building up, and acquiring.
But there are people who cannot get on it.
They are people who feel the answer lies in the "before" rather than the "after."
Instead of something being at the end of building up, they feel that "what I already had went somewhere along the way."
If you tell someone who feels that way to "climb one step at a time," it won't reach them.
Because what that person is looking for is not "up."
▶️ Things you can do starting today
- Re-read your product description to see if it's written as "let's change."
- Replace "change" with "return" or "remember" and compare which one resonates more.
- Discern whether what the other person is looking for is "up" or "back."
Even if you point up, a person who has lost something won't move.
2. Campbell's student argued against her mentor
There is an interesting story here.
There was a Jungian psychotherapist who studied under Campbell: Maureen Murdock.
While treating female clients, she noticed something.
Her mentor's "Hero's Journey" didn't apply to the women in front of her at all.
Women who fought and won somehow became withered. Some people felt empty the moment they succeeded.
So in 1990, she wrote a book called "The Heroine's Journey."
The path shown there was like this:
- Temporarily distance oneself from feminine values
- Try to be recognized by the rules of the masculine world
- Actually succeed. However, become spiritually withered
- Turn inward
- Regain what was let go and integrate both
It's not a story of climbing and winning.
It's a story of "leaving and coming back."
And here is the main point.
When Murdock told Campbell himself about this concept,
He dismissed it, saying:
"Women don't need to make the journey. In the mythological tradition, the woman is already there. She just needs to realize that she is the place everyone is trying to reach."
Campbell intended to deny it.
But please re-read it.
No need to climb. You already have it. Just realize it.
The person who denied it expressed it most succinctly.
And this is the exact explanation of why women buy things.
▶️ Things you can do starting today
- Re-read your posts to see if they have become a "story of climbing."
- Find one part where you can say definitively, "You already have it."
- The more you are in a position to teach, the more you want to build stairs. Notice that urge.
Heroes go to win. Heroines go to regain.
3. The real reason housewives buy "earning courses"
This is the most misunderstood part.
Many housewives buy courses like "100,000 yen a month on Instagram" or "Earn from home."
Looking at this, many people think:
"Because they have time" or "Because they are in need of money."
That's half right. But if that were all, there are "cheaper and more certain options."
If you get a part-time job, you can definitely earn 100,000 yen a month. There is no risk.
Yet, why do they pay hundreds of thousands of yen to buy a course?
Remember Murdock's first stage.
"Temporarily distance oneself from feminine values."
In modern times, this often happens with marriage and childbirth.
Becoming "[Child's Name]'s Mom." Becoming an important member of the family organization.
That in itself is a happy thing. But at the same time, this feeling remains:
"I" have been left behind somewhere.
And the third stage: Withered even though things are going well.
The household is running. The children are growing. There's no reason to complain.
Yet, for some reason, it's painful.
Here, I'll talk about another psychological concept.
The "need to belong" concept organized by Baumeister and Leary in 1995.
It argues that "wanting to be connected with someone" is a basic human motivation at the survival level.
Housewives joining communities or schools is related to this.
Belonging to the family exists. But belonging as "me as an individual" has disappeared before they knew it.
So, it can be rearranged like this:
- Wanting to earn → "I want to use my original potential once more"
- Wanting friends → "I want to regain a place for myself as an individual"
In other words, they are not buying a course.
They are buying "the entrance to Murdock's fourth stage."
In that story, the smartphone becomes the glass slipper, and SNS becomes the pumpkin carriage.
And—you, the seller, are the fairy godmother. You are not the protagonist.
▶️ Things you can do starting today
- Try placing "You can regain" before "You can earn."
- In the product description, write "who you can return to" before the basis for the price.
- When selling a community, explain it as a "place to belong" rather than by the number of people.
What they are buying is not a product. It's the entrance to a story.
4. My smartphone was a glass slipper
I'm writing all this, but I didn't start my business after knowing this theory.
The order was the reverse.
My husband collapsed with long COVID and became bedridden. My children were 1 and 5 years old.
I was a kindergarten teacher. I did work, nursing, and childcare all by myself for a year, and then I quit.
What was left was one smartphone.
From there, I did Instagram Live every day for 100 days.
Looking back, that was completely this structure.
- It started from a state of being covered in ashes
- There were no stairs I could climb in the first place
- What I had was one smartphone = a glass slipper
- Instagram Live = a pumpkin carriage
- And, "I was the protagonist of my own story"
The last line is the important one.
If someone had said to me then, "If you take this course, you can earn money," I probably wouldn't have bought it.
What I wanted wasn't a way to earn money.
It was the feeling that "I can still do something."
From the moment that was confirmed, my actions changed. The numbers followed later.
That's why now, being on the selling side, I understand.
What the person in front of you wants is not a method.
It's a confirmation that they are not finished yet.
The method becomes necessary after that.
▶️ Things you can do starting today
- Remember what you wanted at the moment you first moved.
- Was it a method, or was it the feeling that "I can still do it"?
- Put what worked for you into words. That becomes the product description.
They seem to be seeking a method, but they are actually seeking permission.
5. The seller can just be a supporting character
Finally, a practical talk.
When selling to women, there is one thing you must never do.
"The seller becoming the protagonist."
"I succeeded like this"
"My method is amazing"
"You'll be fine if you follow me"
This is like the fairy godmother coming to Cinderella's story and talking endlessly about herself.
Even the prince is a supporting character. If the fairy godmother plays the lead, the story breaks.
So what do you do?
As a supporting character, don't get in the way.
Specifically, it's like this:
- Present achievements not as "greatness" but as "evidence that it will happen to you too"
- Talk about your own story only in parts that overlap with the other person's story
- Don't teach, but remind
- Write the goal not as "You will become XX" but as "You will regain XX"
However, there is one condition.
The seller themselves must be in a state after having regained it.
If the fairy godmother is covered in ashes, no one will believe in the magic.
Because to the reader, you are "my future self."
In other words, what is required of the seller is not the "size of the achievement."
It's whether you "look like someone who has regained it."
Once you understand this, what you should show in your posts changes.
You don't need to list numbers.
Just show "what you have regained."
▶️ Things you can do starting today
- Re-read your profile and see if the subject is too much about yourself.
- Rewrite achievements from "greatness" to "evidence."
- Put one thing you have regained into words.
If the fairy godmother plays the lead, the story breaks.
5 patterns common to "people who can't sell to women"
① Making it a story about climbing with "if you work hard" or "if you make an effort"
② Using achievements as intimidation rather than empathy
③ Talking about your own story longer than the other person's story
④ Stopping at "you can earn" and not reaching "you can regain"
⑤ Explaining the community by the number of people rather than as a place to belong
Self-check 10 for "people chosen by women"
□ The product description includes words like "regain" or "remember"
□ You have confirmed it's not a structure that makes them climb
□ You are presenting achievements as "evidence"
□ The other person's story is longer than your own
□ You can put the emotions beyond "earning" into words
□ You can explain the community as a "place to belong"
□ You understand that what the other person really wants is not a method
□ You can say one thing you have regained
□ You are aware of not being the protagonist as a seller
□ You understand that this is a talk about tendencies and doesn't apply to everyone
If 7 or more apply, you are already standing as a supporting character. Even if it's 3 or fewer, it's not a problem. This is not a talent, but a difference in "whether you know the structure of the story."
Summary: When you stop pointing up, you start selling
- The Hero's Journey is "climb and acquire." The Heroine's Journey is "leave and regain."
- What Murdock showed in 1990 was the clinical fact that the more successful a woman is, the more she withers.
- Housewives buy courses to regain "themselves," not just for a way to earn.
- The seller is the fairy godmother. The protagonist is always the other person.
- What is sought is not the size of the achievement, but whether you look like someone who has regained it.
Note that this is a talk about tendencies. It doesn't apply to all women, and some men move with this structure. Still, it works surprisingly well as an auxiliary line when thinking about how to sell.
Things to do starting tomorrow
- Rewrite "if you work hard" in the product description to "you can regain."
- Re-read your profile to see if the subject is too much about yourself.
Things to do within a month
- Change the way you show achievements from "greatness" to "evidence."
- Verbalize one thing you have regained and incorporate it into your posts.
Things to do in the long term
- Shift your overall posts from "teaching" to "reminding."
- Continue to be in a state of having regained it yourself.
What do you think is the most important scene in the story of Cinderella?
It's not the ball. It's not the moment the glass slipper fits her foot.
It's the time when she was covered in ashes and thought, "The real me is not like this."
Because that time existed, the magic had meaning.
The customer in front of you now is also in that time.
What you do is not prepare stairs.
It's "having them notice what they already have."
Finally
The design of posts chosen by women and the procedure for making it a job will be introduced only to those who have registered.
Get the "50 Deluxe Benefits" for Instagram x Content Sales for a limited time 🎁
Receive them here:
👉https://utage-system.com/line/open/kVVp89lnbKa5?mtid=DNs9phnmOfRQ
*The theory introduced in this article shows group tendencies and does not apply to everyone. Also, the achievements described are individual results and do not guarantee success.
