Abstract, fractal spiral shapes symbolizing nonlinear storytelling paths in digital marketing.
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Breaking the Arc. Loops, fractals, and fragmented storytelling

ByJohanna

This is not where stories are supposed to start. But here we are, already in the middle. Already unsure of what’s been left out. Already in motion. Without direction. Which is how most of us move through the world now, isn’t it? Scroll by scroll. Echo by echo. Brand to brand to brand. Linear storytelling…

A bunch of pencils with one taller than the rest.
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The literary copywriter’s toolbox. Tactics stolen from novelists, poets & playwrights

ByJohanna

If it works on the page, it works in a funnel. But if your words don’t make people feel something, your funnel is just a sequence. Here’s what marketers can learn from people who make language do unnatural, unforgettable things. Yes, we’re stealing from the greats There’s a door hidden in the side of the…

A composite photo collage of a happy girl running on open book pages.
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The Storytelling Lab. Dismantling voice, form, and every copy rule you’ve outgrown

ByJohanna

Your brand has mastered the basics. Now it’s time to dismantle them. Welcome to the lab, where the rules aren’t just bent. They’re reengineered. Welcome to the Lab You don’t stumble in. You choose to enter. The door creaks open not because it’s haunted, but because it’s lived-in. And inside, the light flickers, just once,…