How Do You Take a Tale and Create a Magical Story?

The simple answer?

Show. Don't tell.

When you start to show your audience your story, you're really painting a scene with your words.

You're animating the page, the screen, the content right before their eyes.

One of the fastest ways to create an emotional connection through your story is through character development.

That can take the form of developing a fictional character and displaying that character's morals, views, beliefs, and actions for the audience to see, or, you can get hyper-personal and tell your audience who you are at your core.

And your audience will soon feel like you're a close friend.

They'll forget that you're actually a stranger.

This creates an environment of connection and unity within you, your brand, and your audience.

That's my goal with this newsletter.

To help others learn how to tell their story.

We all have a story to tell, we all have a voice, we all have the opportunity to develop close and meaningful relationships with one another, as long as we're open to letting people see who we are and what makes us tick.

And sometimes, shining the light on yourself isn't always comfortable.

I know for me it isn't.

I actually hate being on stage.

The second fastest way to create an emotional connection through your story, in my opinion, is through dialogue and voice.

Incorporating your voice, or your character's voice, into the story humanizes the story.

That use of voice makes the story come alive.

And again, it builds that familiarity and connection between your story, your character, and your audience.

And people might ask: "So what?"

So, what's the purpose?

Why are you telling me this?

What do you hope to achieve in sharing these stories?

The answers to these questions lie within your goals.

When you can answer those questions, and talk about the who, what, why, when, and how of your values, you'll be able to write stories that captivate, engage, and leverage your audience.

That's the goal, right?

Turning lurkers to lovers?

(Brand-lovers, that is.)

As November nears, I keep remembering one of the first letters I wrote to Emerson.

With my words, I weave emotional catharsis into the story.

I make short, powerful statements.

You don't have to write 1,000s of words to tell a story.

You can tell a story in a second.

↓

I wrote on 12/3/21:

”On the first day, my feet became concrete. My eyes clouded over. My lungs didn't work. My voice disappeared.

On the second day, I sorted the mail. I talked to the funeral home. I signed her death certificate. I cried in Target.

On the third day, I played video games for 18 hours. I ate once. I didn't brush my teeth.

On the fourth day, Eli made me eat and I screamed in my head: 'THERE’S NO WAY SHE'S DEAD' while swallowing cardboard.

I touched the prints of her hands and feet and choked.”

101 words, and you know there's a before, a during, and an after.

You can feel the intense loss.

You can imagine doing almost everything I did in the story because the words are simple, descriptive, and relatable.

I always like to remember: You are the most important character in your stories.

You know you.

You know your experiences.

You know your goals, missions, values, and hopes.

You know what you want.

You know the things you need to solve your own problems.

And with that, you know how to tell a story and connect with people who have similar problems - and are looking for solutions.

You're the most powerful part of your brand story.

And highlighting you in your story, letting your audience know that you get it, that's how you take your story and create a breathtaking, engaging, emotional storytelling masterpiece.

Maybe I am The Scarlet Witch… Maybe I’m Not.

“Maybe I am The Scarlet Witch.

Unaware that I’ve created a false reality, but not false enough to mean that it doesn’t exist - that the people inside aren’t real.

Does that make me schizophrenic?

I used to think that I was screaming death in his face and scaring him away. Like I was some fierce being that couldn't be defeated. Like I had actual powers or something. I used to think that if she died, I would release a silent rage, a silent pain, that destroyed everything.

A silent pain heard and felt and seen and touched and breathed.”

How did I write this intro?

I used trending topics of the time.
I used my own experiences.
I used my own emotions.

The story, although written as prose poetry, or experimental autobiography (which has very little rules), is a fictional story.

That doesn’t mean that it’s a lie.
Or that it’s a falsehood.

It’s not a story written to lead people on.
It’s also not a story meant to hoodwink or trick someone.
It’s not a story selling anything.

But you know what? People did buy in.
It was rated as a top story in July 2022 on Vocal.

How did I claim Top Story?
By accident.
No, seriously.

I wrote from my heart, I used extremely descriptive and emotional imagery, I didn’t care if my words were too sad, or too angry, or too much for my audience.
I just wrote.
And I kept writing until I cried all over my laptop.

My biggest belief in my storytelling:
If you, the author, can’t stop crying while you write the story, you’re doing something right.

Emotions are the biggest connectors that we have to one another.
And that includes our audience and clients!

My top 3 top of mind storytelling tips that you can use to connect with your audience and to evoke that emotional reaction are:

(Everyone says: “know your audience” is key, I’m ignoring this, it’s said too much, and sometimes, when you ignore the audience, and write the words locked inside, you can create some really powerful stories.)

1. Create Relatable Characters

My relatable character: Me.

And your relatable character? You.
You know you better than anyone.
You know what moves you.

By creating a character that embodies you, and in turn, your audience, you will be able to connect your audience with the heart of any story - through yourself.

2. Build Emotional Investments

When your audience cares about the story, they’re invested.
They want to know what’s going to happen next.
They want to purchase that one thing that solves the problem.

Creating anticipation and emotional investment can be achieved through conflicts, tension, and resolutions.
All three of these things keep the audience engaged and wanting to know more.
Therefore, they keep reading.

3. Show, Don't Tell

Letting emotions unfold through actions and dialogue make the story more immersive.

Which makes the story more real.
Which ties into creating an emotional investment.
Which ties into the customer journey.
Which we’ll get into in another episode…

Stay tuned!

To read my full story about The Scarlet Witch, check out my Vocal Media profile:

https://vocal.media/poets/maybe-i-am-the-scarlet-witch

To subscribe to my LinkedIn Newsletter, Write on Time, where this article was originally published, click the link below!
https://bit.ly/3vl6zWo

Learning New Narratives: Unraveling the Latest Trends & Developments in Storytelling

Storytelling has become a marketing cornerstone of effective communication, effective brand strategy, and effective content.

Storytelling is no longer a mere buzzword when it comes to marketing.

Storytelling has become a cornerstone of effective communication, effective brand strategy, and effective content.

Brands are learning to utilize the power of storytelling to connect with their audiences on a deeper level.

This blog post dives into the latest trends and developments in Storytelling Marketing, offering insights into how marketers can leverage storytelling to:

• captivate,

• engage,

• convert their audience.

The Evolution of Visual Storytelling

the Power of Visuals

Visual storytelling continues to be a dominant force in marketing strategies.

From captivating videos to creative infographics, brands are using new styles in visuals to convey their narratives. These new styles are unique and attention-grabbing, and they’re shareable in nature. Meaning more people have the chance to share your content - which offers a wider range of viewers and an increased awareness to your content and your brand. Incorporating eye-catching imagery into your content not only enhances engagement but also facilitates a quicker understanding of your message. As attention spans shrink, visual storytelling proves to be a vital tool in capturing and retaining audience interest.

Immersive Storytelling Experiences

Virtual Reality (VR) and Augmented Reality (AR)

As technology advances, so does the potential for immersive storytelling experiences.

Virtual Reality (VR) and Augmented Reality (AR) are emerging as game-changers in Storytelling Marketing.

Brands can transport their audience to different worlds, creating memorable and interactive experiences.

Whether it's virtually exploring a product or participating in a branded AR adventure, these technologies enable marketers to craft narratives that go beyond traditional mediums, leaving a lasting impact.

Personalization in Storytelling Marketing

Tailoring Narratives to Individuals

Personalization has become a cornerstone in modern marketing, and storytelling is no exception.

Brands are leveraging data analytics and Artificial Intelligence (AI)-driven insights to craft personalized narratives that resonate with individual consumers.

Tailoring your story to the unique preferences, behaviors, and demographics of your audience enhances relevance and strengthens the emotional connection. From personalized emails to customized website content, the era of one-size-fits-all storytelling is giving way to a more individualized approach.

The Role of Storytelling in Content Marketing

Integration of Storytelling in Content Strategies

Storytelling and content marketing are becoming increasingly intertwined.

Brands are moving beyond traditional advertising to create valuable and shareable content that tells a story.

Whether it's through blog posts, social media campaigns, or podcasts, integrating storytelling into your content strategy humanizes your brand and fosters a sense of connection with your audience.

The narrative thread woven into your content helps build brand identity and loyalty.

User-Generated Content and Brand Narratives

Empowering Customers as Storytellers

User-generated content (UGC) is a major, and extremely useful, tool in Storytelling Marketing.

Brands are encouraging their customers to become co-creators of the brand narrative. From sharing user stories on social media to featuring customer testimonials in marketing materials, UGC adds authenticity and builds a community around the brand story.

This approach not only diversifies storytelling perspectives but also fosters a sense of belonging among customers.

The Synergy of Storytelling and Copywriting

Elevating Copy with Storytelling Techniques

Storytelling and copywriting are not mutually exclusive.

In fact, they complement each other, and they can do so quite seamlessly.

The latest trend involves infusing storytelling techniques into copywriting to create more compelling and persuasive messages.

Crafting narratives within the limited space of ad copy or email campaigns enhances engagement and resonates with the audience emotionally.

As brands seek authenticity, storytelling in copywriting proves to be a powerful strategy to cut through the digital noise.

Storytelling remains a dynamic and influential force.

Staying abreast of the latest trends in:

• Visual Storytelling,

• Immersive Experiences,

• Personalization,

• Content Marketing,

• User-Generated Content,

• and the synergy of Storytelling and Copywriting,

Empowers marketers to create narratives that not only capture attention, but also foster lasting connections with their audience.

As the narrative unfolds, brands that learn to unlock the art of storytelling marketing will continue to stand out in an increasingly competitive and visually-driven digital space.

HAPPY WRITING!

Writing Compelling Copy: 3 Steps to Writing Better Copy

Writing Compelling Copy: No More Confusing Copy Research and Missed Opportunities!

Digital communication is a constantly evolving, constantly changing landscape.
And that includes copywriting and digital marketing.

Figuring out how to become a copywriting artist and mastering the art of writing compelling copy is essential for businesses AND marketers.

Whether you're writing website content, social media posts, or drafting emails, effective copy is the key to capturing your audience's attention and driving engagement.

This blog is your 5-step guide to:

• enhancing your copywriting skills,

• learning how to incorporate copywriting into your marketing strategy,

• ensuring your content not only stands out but resonates with your target audience.

STEP 1:
Understanding Your Audience and Objectives

DEVELOP AN IDEAL CUSTOMER AVATAR

One of the most fundamental pillars of effective copywriting is truly understanding your target audience.

How can you understand your target audience?

• Conduct thorough research to create detailed audience personas.

• Identify their demographics, preferences, pain points, and aspirations.

• Tailor your language and messaging to align with their needs.

Knowing your audience intimately allows you to speak directly to them.

Speaking directly to your audience establishes a connection that will enhance the impact of your copy.

Clarifying Objectives and Key Messages

Before putting pen to paper, clearly define the objectives of your copy.

Whether you aim to drive sales, increase brand awareness, or encourage a specific action, having a well-defined goal will guide the tone and structure of your content.

Identify key messages that support your objectives, ensuring that every word contributes to the overall narrative.

This strategic approach not only enhances the clarity of your copy but also reinforces your brand's messaging.

STEP 2:
Crafting Compelling and Concise Headlines

The Power of using Headlines in Copywriting

Your headline is the gateway to your content, which makes it a critical element of effective copy.

Craft headlines that are both attention-grabbing and concise.

How do you create headlines that are attention-grabbing and concise?

Use ‘power’ words that evoke emotion and curiosity.
A well-crafted headline sets the tone for the entire piece, enticing readers to delve further into your content.
Consider incorporating keywords that align with your brand and resonate with your target audience, optimizing your content for search engines.

The Art of A/B Testing

Don't leave the effectiveness of your headlines to chance.

Utilize A/B testing to experiment with different headline variations.
Analyze metrics such as click-through rates and engagement to identify which headlines resonate best with your audience.

This iterative approach allows you to fine-tune your copywriting skills, understanding what works best in capturing the attention of your specific demographic.

STEP 3:
Enhancing Persuasion Through Copy Techniques

Utilizing Persuasive Language

Copywriting is, at its core, the art of persuasion.

Choose your words strategically to evoke emotions and prompt action.
Incorporate persuasive language that addresses the pain points of your audience and highlights the benefits of your product or service.

Create a sense of urgency when appropriate, encouraging immediate action.

A persuasive copy not only informs but motivates, driving your audience to take the desired steps.

Incorporating Social Proof

One powerful way to enhance the persuasiveness of your copy is by incorporating social proof.

Whether through customer testimonials, case studies, or user-generated content, showcasing positive experiences builds trust and credibility.

Ensure that your copy includes relevant examples of satisfied customers, highlighting real-world success stories. This not only reinforces the value of your offering but also establishes authenticity, a key factor in converting potential customers.

FINAL THOUGHTS ON WRITING BETTER COPY:

Writing compelling copy is a skill that evolves with practice, research, and a keen understanding of your audience.

By following these five steps—understanding your audience, clarifying objectives, crafting compelling headlines, utilizing persuasive language, and incorporating social proof—you'll be well on your way to creating the copy that not only engages with your audience, but persuades, connects, builds trust, and converts.

As you embark on your journey to writing better copy, remember that it's a delicate balance of creativity, strategy, and audience-centricity that will set your content apart in the competitive digital landscape.

Happy writing!

Copywriting for Beginners: How to Create Content That Sells

Copywriting for Beginners: It Doesn’t Have to Be as Confusing as it Looks!

In the dynamic landscape of digital marketing, honing in your copywriting is crucial for anyone looking to captivate audiences and drive desired actions.

Whether you're a budding entrepreneur or a seasoned marketer, understanding the basics of copywriting can take your communication game to new heights.

This is your comprehensive guide to Copywriting for Beginners

Where we break down key concepts and provide actionable insights.

The Foundations of Copywriting

A Captivating Headline

The first, and arguably most crucial aspect of copywriting, is creating a compelling headline.

Your headline is the initial hook, and therefore, the gateway to your content. It must be concise, attention-grabbing, and it has to pique curiosity within your readers. Utilize powerful words that resonate with your target audience and address their pain points or desires.

For instance, instead of a generic title like "Effective Marketing Strategies," opt for something like: "Unlocking the Secrets to Skyrocket Your Marketing Success."

Remember, the headline sets the tone for the entire piece.

Understanding Your Audience

Effective copywriting hinges on a deep understanding of your target audience.

Make sure you conduct thorough research to identify your audience demographics, preferences, and pain points. This knowledge allows you to tailor your copy to resonate with your audience's emotions and motivations.

Use language that speaks directly to them.
Address their specific needs and aspirations.

A well-crafted message will resonate with your audience and establish a connection - making them more likely to engage with your content.

Mastering the Art of Persuasion

Creating a Compelling Call-to-Action (CTA)

Copywriting is not just about conveying information.
It's about motivating your audience to take action.

A powerful call-to-action (CTA) is the driving force behind conversions.

Be clear and specific about what you want your audience to do, whether it's making a purchase, subscribing to a newsletter, or downloading a resource.
Use persuasive language and instill a sense of urgency.

For instance, instead of a generic "Sign Up Now," try "Unlock Exclusive Access – Sign Up for Free Today!"

A well-crafted CTA guides your audience seamlessly through the customer journey and through your conversion funnel.

The Power of Storytelling

Humans are inherently drawn to stories.

Incorporating storytelling into your copy can make it more relatable and memorable.

Share stories or anecdotes, case studies, and customer testimonials that highlight the benefits of your product or service. Create a narrative that engages emotions and paints a vivid picture of the positive outcomes that your audience can achieve.

Storytelling not only makes your copy more enjoyable to read but also establishes a connection between your brand and your audience on a deeper level.

And that’s the goal:

Building trust and authority within your audience so that your potential customers think of you first when they need your services.

Polishing Your Copywriting Skills

Editing and Refining

Great copy is not an accident; it's expertly crafted through meticulous editing.

1. After writing your initial draft, take the time to review and refine your copy.

2. Eliminate unnecessary words, ensure clarity, and focus on maintaining a consistent tone throughout.

3. Pay attention to grammar and spelling, as errors can undermine the professionalism of your message.

4. Consider seeking feedback from colleagues or peers to gain valuable insights and perspectives.

Testing and Iterating

The digital landscape allows for continuous improvement through testing and iteration. Utilize A/B testing to experiment with different elements of your copy, such as headlines, CTAs, or content structure.

Analyze the performance metrics to identify what resonates best with your audience. Copywriting is an evolving process, and staying attuned to the data allows you to adapt and optimize your content for maximum impact.

IN Conclusion: COPYWRITING FOR BEGINNERS

Copywriting is a skill that evolves with practice and a keen understanding of your audience.

By learning the fundamentals, honing your persuasive techniques, and embracing continuous improvement, you'll be well on your way to creating copy that not only engages but converts. And in converting, creates sales.

As you embark on your copywriting journey, remember that the key lies in the harmonious blend of creativity, empathy, and strategic communication.

Happy writing!

How Do You Decide What You Want Your Story to Say?

When I don't know what to say, I sit down in a crowded room and listen to the sounds around me.

I soak in the movement and the activity.

Sometimes, I drink an energy drink.

Red Bull is my totally innocent-and-not-in-any-way-guilty pleasure 😇

When that doesn't work, I people watch.

I once wrote a paper for a college course about people watching.

It took me hours and hours and hours...

And HOURS to come up with a topic for this paper.

To this day, I have no idea what the subject was supposed to be.

But I know I got a 98%.

All I had to do was sit down and look around.

If none of those tactics work, I ask myself a set of questions:

1. What do I want to say?

2. How do I want people to feel?

3. What do I want to be known for?

4. What action do I hope people will take?

5. Is there even an actionable goal involved or is this educational, info dumping, or sharing the juicy good stuff?

I also think back on moments in life where I felt very, very strong emotions.

And if you know me, you know by now that many of the most moving moments in my recent history are all tied to my daughter, Emerson.

She's my little golden string, tying me to you.

When I look back on my social media and the writing I was creating right after I lost her, I always cry.

Yes, it's easy for me to cry, I know what I lost, I know how I felt, and I know how I feel.

But I also find myself, quite honestly, marveling at the beauty of what I created - in a time when I was blinded by pain.

For me, the decision is easy:

I decide what I want to write based on what I've been through.

And the times I'm experiencing burnout, grief, or writer's block?

(yes, we all experience blocks - whether they're mental, physical, or emotional.)

To be perfectly honest,

Sometimes, I let the block get the best of me.

I don't write.

Sometimes, I let my mind stay blank and empty.

Those days, or weeks, always make me feel more sad, more blocked.

I find myself missing the opportunity that I have to create, to write.

I find myself sleeping wayyyy too much.

I find myself avoiding my laptop.

I don't pick up a pen.

When those moments hit, I have to take a step back and look back at the things I've done.

I remind myself how far I've come.

I remind myself the life I'm building.

And I can't help but always feel proud of Emerson's Momma.

That girl's been through a lot.

She's strong.

She's resilient.

She's crazy capable.

And she's me.

So, the bottom line is, always, always, always review your work.

Days, weeks, months, YEARS later.

Always go through the content you've created - especially in those high emotion times.

You never know what you might find.

Take a peek at this snippet of a post I made a few days after losing my sweet Emmi girl:

"I keep looking for pictures & videos of you holding onto me.

Your dad and I made it out to eat breakfast a few times.

Today, a family of four sat next to us.

They had a son and a little girl, very young.

The girl was old enough to say: “Mommy, I want you”,

But not old enough to form complete sentences.

With curly blonde hair,

Split into two pigtails.

She smiled at me over the back of her chair.

Her huge blue eyes with tiny black stars striping from her pupils, staring deep into mine.

I kept thinking about your eyes.

The hazel/blue/grey with a golden cream starburst in the center.

I thought about how I couldn’t wait for them to be as big as the eyes boring into mine.

I started to cry over a half-eaten omelette.

I quietly pushed it down and looked outside,

Grateful we waited to sit in the corner window table.

I paid for their food and we left.

Every day is just a regular day.

...

I kept imagining someone would call and say you’re not actually gone,

Even though I was there, holding you.

Even though I saw with my own eyes,

Felt with my own soul.

'It just doesn’t make sense,’ I’d say in my head,

‘It doesn’t make sense’ I screamed in my bed.

"It doesn’t make sense. this can’t be real.”

I told God, and everyone who asked if I was okay,

I said:

"I'm looking into someone else’s windows.

I see their living room, their dishes, their messes, their pictures.

It looks familiar somehow, like it's mine, all mine, all my things,

My dogs, my house, my clothes, my disheveled face, my baby girl...

But it belongs to someone else.

It's not really mine.

Is my name even Melynda?"

The Path to Success: How to Navigate the Customer Journey

It is time...

To dive into the customer journey!

Understanding your customer journey is crucial for success.

Whether you're a pro or you're just getting started, optimizing your approach can significantly impact your results.

This article is all about exploring how to navigate the customer journey - with precision - and leveraging the power of storytelling to create compelling marketing content.

If you're looking for specific steps to take to build on your existing strategy, look no further.

Understanding the Customer Journey

Before we get into the art of marketing and copywriting, it's essential to grasp the customer journey as a concept.

This is the path a potential customer takes from first becoming aware of your brand to making a purchase and to then becoming a loyal brand advocate.

Customer Journey Stages:

Awareness: Your audience becomes aware of your product / service. It's crucial to employ various marketing channels to reach potential customers effectively.

Consideration: Potential customers evaluate your offerings. Incorporating highly persuasive copy that highlights the unique benefits of your products or services can, and will, sway your potential customers' decisions.

Conversion: The moment of truth. Converting a lead into a customer requires a compelling call to action in your copy.

Post-Purchase: The journey doesn't end after a sale. Nurturing relationships with customers post-purchase ensures they return and also encourages them to refer others.

The Power of Storytelling

I keep saying it, but effective storytelling is a secret weapon - it's an art form - in both marketing and copywriting. By weaving storytelling into your brand and content, you will start to see more opportunities to engage, connect, and persuade your audience.

Quick and easy storytelling breakdown - I have to keep it short here otherwise this article will become novel -

Craft Your Brand Story: Start with your brand story. Share the 'why' behind your business, your mission, and your values. Customers love to support brands with a compelling story.

Customer Success Stories: Feature customer testimonials and case studies in your marketing materials. (Called user-generated content) Real-life stories build trust and demonstrate the value of your product or service.

Create Engaging Content: In blog posts, social media, and emails, infuse your copy with stories that resonate with your audience. Stories make your content memorable and relatable.

Tailoring Your Copy

Once you've embraced the art of storytelling, it's time to tailor your copywriting to the various stages of the customer journey.

Awareness-Stage Copy: Attract attention with informative and engaging content. Use compelling headlines, catchy taglines, and visually appealing graphics to spark interest.

Consideration-Stage Copy: Focus on the benefits and unique selling points of your product or service. Create comparison guides, testimonials, and how-to articles to help potential customers make informed decisions.

Conversion-Stage Copy: Craft persuasive and action-oriented copy. Use strong CTAs, limited-time offers, and clear value propositions to encourage prospects to make a purchase.

Post-Purchase Follow-Up: Keep the customer journey alive by sending personalized thank-you notes, recommendations, and exclusive offers. Show appreciation for their business and maintain a positive relationship.

Measuring and Optimizing

No customer journey strategy is complete without ongoing measurement and optimization. And of course, us marketers love to see these numbers.

Analyze Metrics: Regularly monitor key performance indicators (KPIs) to understand how customers interact with your content. This data can inform your future marketing and copywriting efforts.

A/B Testing: Experiment with different approaches to see what resonates with your audience. Test headlines, CTAs, and content formats to refine your strategy.

Customer Feedback: Encourage feedback from your customers to understand their experiences and identify areas for improvement. Use this insight to enhance your copy and offerings.

Continual Learning: Stay up-to-date with the latest marketing trends and copywriting techniques. The digital landscape is ever-evolving, and ongoing education is key to staying competitive.

To sum it all up:

In the ever-changing and dynamic world of marketing and copywriting, mastering the customer journey is a continual process.

By understanding the customer journey stages, realizing and UTILIZING the power that storytelling brings to your marketing, tailoring your copy, and consistently measuring and optimizing your efforts, you can and will enhance your marketing strategy to build lasting customer relationships.

Incorporate these tips to your strategy and watch your marketing and copywriting game start to grow and in return, you'll start seeing long-term successes as a result of your efforts.

Why The End is One of The Most Important Parts

“I remember working rubbing alcohol into Emerson's blood stains.

I remember asking myself: 

‘How fucked up is it that washing blood out of her blankets feels normal?’

I remember the sun shining through her window.

I remember it was a good day for her.

I remember it was a good day.

Washing blood out of blankets.

It was a good day.”

Direct. Sincere. Emotional. Descriptive.

Creative Storytelling in Marketing HAS to be moving.

If you’re not moving your audience to feel an emotion or to take an action, then you’re not marketing. You’re just writing.

And writing is great, don’t get me wrong, but if we have a goal in mind, to sell, then your writing has to be tailored to that goal.

The goal in my quote above wasn’t to sell anything. It was to shine a ray of sunshine onto a very dark aspect of having a terminally ill infant in the Neonatal ICU.

With my words, you start to visualize your own hands working rubbing alcohol into the fibers of baby blankets.

You start to think about how my ‘normal’ was absolutely anything but.

You can feel the stress. You can hear the anger.

You can see the sunshine. And you can feel the hope.

Not only did I end my story in this way, I also let a very deep and emotional story end on a positive note.

How?

I talked about sunshine.

I talked about my sweet Emmi having a good day.

And because it was so for her, so it was for me.

Washing blood out of blankets isn’t my favorite pastime. But I was happy to do it for her.

Happy to care for the most beautiful girl in the world.

Happy to watch her nap while I worked.

Incorporating emotion into your marketing storytelling strategy is the fastest way to relate to your audience.

And it builds a very strong bond between you, your brand, and them.

They become invested in the story you’re telling.

Once you learn how to get your audience hanging on your every word, you can start to end your stories with cliffhangers.

You can start incorporating open-ended statements.

You can start making your audience think about what you just said – And if you do it well enough, they’ll be thinking about your story for DAYS.

And they’ll keep coming back for more.

That's Why The End is One of The Most Important Parts - it gets your audience hooked.