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Do you think Shakespeare is boring, Reader?

Well, that’s the feeling I was left with after my experience of Shakespeare in school.

Having to read page by page out loud in front of the class.

Struggling to understand what all these bizarre outdated words and phrases meant.

With teachers who were less than enthusiastic and unwilling to make it any more interesting.

The only mild enjoyment was when the teacher gave up and let us watch the Franco Zeffirelli versions of Macbeth (super gruesome) and Romeo and Juliet (my teen crush on Olivia Hussey was almost too much to bear...)

Fast forward to my adult years and it turns out I’ve been into Shakespeare for longer than I realised.

And so have you.

What do 10 Things I Hate About You, Sons of Anarchy, and The Lion King all have in common?

They’re all Shakespearean reboots.

(I mean, it’s hard to believe that Hakuna Matata is basically a Disney version of “to be or not to be.”)

And if you’re wondering why a 400-year-old playwright is still shaping today’s box office…

… it’s not because he rocked a ruffled collar like a champ.

It’s because the guy knew how to tell a story that sticks.

And when it comes to building your cult following, storytelling is one of the cult leader’s secret weapons.

So, here are 3 storytelling secrets Shakespeare used that still work ridiculously well today:

Secret 1 - Forget personas, focus on archetypes

Shakespeare didn’t write “complicated characters”. He wrote universal roles we can identify today:

... The betrayed king

... The cunning fool

... The ambitious schemer

... The noble hero brought down by a fatal flaw.

They work because they’re instantly recognisable.

You see them and go, “Ah, I recognise that person.”

And if you want to build a cult brand, you need to tap into these archetypes.

Belonging and identity are so closely intertwined.

Aligning with the identity your followers have or the identity they want is key.

Let your followers see themselves in the role of the rebel, the misfit, the underdog who rises.

Position yourself as the mentor, the guide, the voice of insight they’ve been waiting for.

People don’t just follow people.

They follow roles they already relate to.

What role do you play? What roles do your followers play?

Figure that out and you’ll crack your cult messaging.

Secret 2 - Raise the stakes

Shakespeare didn’t deal in minor inconveniences.

He wasn't interested in Hollyoaks or Corrie-level skirmishes.

He dealt in life and death. Honour or disgrace. Love or ruin. Kingdoms rising or falling.

Fire, brimstone, chaos, collapse.

Even when it was personal, it was epic.

Bring this approach to your brand and you’ll stand out like crazy.

Why?

Because everyone else is so timid, so lacking in drama and emotion.

It does not take a lot for you bring some Shakespearean energy to your message and how you broadcast it.

Even if you’re just helping people build a brand, launch a product, or grow an audience.

The trick is to reframe the outcome.

Then raise the stakes.

Make it existential.

And, no, it’s not hype - it’s drama.

I’ll show you what I mean.

Let’s say you’re a social media coach or agency.

Most will say something as insipid as:

“We help you grow your Instagram followers” or

“We help you write better content”

Well, that’s a 0 out of 10 for originality and excitement.

Let’s give it some Shakespearean sexiness:

“We show you how to stop being invisible to the people who need you most.”

“We show you how to build a movement.”

F*ck yeah!

People might buy what you do.

But they’ll definitely be more motivated if you ask them to join you in battle, or in a movement, or marching against an enemy.

Raise the stakes to make it life or death.

Secret 3 - Let your audience in

Want to know one of Shakespeare’s favourite tricks?

Dramatic irony.

That’s when the audience knows something the characters don’t.

It creates tension.

The audience leans in.

They anticipate the drama.

They can’t wait for the moment it unravels.

This is such a power tool in your storytelling and when sharing your cult lore.

Whether you’re telling your own Cult Leader story, the story of your brand or your followers’ stories, let your audience see the setup.

Hint at what’s coming.

Show them what was wrong, was flawed, was dangerous or shocking before the big realisation.

Always build the “before” in any story.

Then let your readers anticipate the shift.

When your audience knows what’s coming, they feel like insiders.

Insiders stick around because you have a stronger connection.

And they build belonging because they’re part of the in-group.

Now, if Shakespeare were around today, he’d totally be running a storytelling consultancy and charging £20k a keynote.

And probably being insufferable on The Diary of a CEO podcast

But the thing to remember is this:

These aren’t just storytelling tricks.

They’re tools for building a cult following.

Archetypes show people who they are.

High stakes give them a reason to care.

Secrets let them feel seen.

That’s how cults are built, using the secret weapon of storytelling.

Look out for third and final part of my Shakespearean trilogy tomorrow.

It’s where things get a little theatrical as we bid to build belonging and connection for our cult.

Laters!
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Jody

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