The Ultimate Storytelling EP: Content & Caption Masterclass Everyone Waited For

Techniques for writing, storytelling, and language to break into customers' hearts

The EP everyone has been waiting for

I believe this is

One of the most valuable gossip sessions

As long as you've

Followed my gossips

Talking about writing

Captions and content

By bringing in the art

Of cinematic storytelling

Into marketing content creation.

WARNING: This EP is very long. If you're not ready, don't read.

Let me give a little backstory.

Lately, many people have consulted about strategy

And content thinking.

Because of higher competition,

This era is the age of branding.

Everyone can have their own brand.

Everything looks so similar

That customers get confused about which one to choose.

The selling point

Sometimes isn’t the product

Or the raw materials.

Having new innovations

As a selling point

Or to create novelty

It’s good, not bad.

But telling the story of the raw materials

In a way that makes people feel

Wow, interesting,

That is the art of storytelling.

Or what they call StorySelling.

(I just found out later it’s called that too.)

So if you have a good product

But can't tell a good story,

Your product will instantly lose meaning.

In this Red Ocean,

You must be like a tiny grass blade

That sprouts

Between the cracks of the soil.

Good storytelling

Is the best fertilizer

That will push you up to survive

This fierce competition.

The same thing

But different storytellers

The meaning and interest

Also change.

Like a dead dog lying on the road.

If Note Udom tells it

And Uncle Tu tells it,

Same dog, same event,

But completely different.

That’s because of different storytelling perspectives.

Tell it in a fun, funny way.

It’s the brain’s basic reception.

The brain doesn’t like stress.

We can tell fun stories yet still have substance.

That’s the easiest path to success.

So the essence is

How to tell the story to make people follow

Make it worth listening to and trustworthy

Leading to making our product interesting too.

The foundation of good storytelling

Usually happens when you can

Answer every product question

From customers.

It means you really understand the product.

Whichever part you want to talk about,

You can do it all.

If you can turn boring, hard-to-understand academic data

Into fun stories that people get,

That’s excellent.

But if you want to go deeper,

Just being fun isn’t enough.

If it can make customers remember

Your storytelling

To the point of remembering your product,

That’s super premium.

What does storytelling consist of?

If face-to-face, it’s easier.

Word choice, timing, tone,

Emotion, body language.

Customers can feel and react immediately.

But notice,

It’s easier than storytelling

Through text or writing.

In writing or posting,

You can’t convey it directly like that.

So in writing or posting,

You must focus on spacing, word breaks,

Word merging, language used, text arrangement,

To build emotion in the audience.

These elements

Can create massive differences

Between each person’s storytelling.

It’s very SENSITIVE.

Word choice

Must match the target group.

If it’s youth,

You can use trendy or flashy words.

But if it’s an older group,

You must use concise words

And language that’s easy to understand,

Or words older generations use.

Reach each group properly.

Every gender, age, target group,

All have one thing in common...

The content must relate to them.

Content must be easy to reach.

Make them feel

We are on the same side.

Don’t let them interpret it differently.

Using ambiguous words

Confuses readers.

Because good storytelling

Must make them feel the same emotion

You want to convey.

If you use words or language that wiggle

So readers think differently,

Their emotional connection breaks.

Word break timing

Shouldn’t be jarring.

When ending a sentence,

Choose short vowel words to close.

Readers will feel it’s a complete sentence.

Remember heavy-light syllables, live-dead words?

But if you want to continue,

Use words that can lead to another sentence.

That-which-who

Are effective connectors.

Readers will feel smooth.

Use correctly to connect two sentences.

But don’t overuse.

Thai language plays with words a lot.

Homophones, synonyms.

If you master it,

Placing words

When reading,

It’s like being entranced,

Like consuming language art.

Not necessarily to the level of rhyme and meter,

Even Sunthorn Phu would bow.

Using similar meaning words,

Adjusting to make the content

More interesting and attractive,

Is a great technique.

Story sequence

Must be thought out from the start.

What to tell first or last.

You don’t need to go 1-2-3-4.

You can go 2-3-4-1.

Move chunks forward or back.

The storytelling flavor changes.

View your writing

Like a graph.

Your story curve

Must gradually rise.

Slowly, gently,

Detailing every point.

Then find a graph peak

To close the story.

Don’t make the curve

Up and down.

It makes your content

Lose direction.

As mentioned,

Good storytelling should be concise

And direct.

Because today,

People have very short attention spans.

If you can’t pull them into your world,

Just one silly notification pops up,

They’ll disconnect immediately.

So if your content is good,

Interesting storytelling,

Engaging presentation,

It hypnotizes readers to forget everything.

While creating content,

You must imagine what readers think

At each sentence.

What they feel at certain words.

Then use supportive words

Matching their feeling at that moment.

It creates positive feelings.

Because we’re in the same world.

We speak the same language.

We understand them — they understand us.

“If you want people to enter your world,

You must enter their world first.”

How to tell good from bad?

At first, create diverse works,

Both in storytelling and presentation.

Then check feedback from readers.

Likes, shares, comments,

Or engagement.

Content may end with

Creating re-action from readers,

Like ending with a question.

Or building a plot from the start,

Then end with giving choices for readers to think.

Creating new discussions.

Your content then grows further from comments,

Adding more value.

Some content might lack attraction.

But commenters

Create discussions,

Generate mentions.

Different perspectives

Create new stories

That we can keep telling.

See? Actually,

Content can start from anything.

Just one line,

Or one topic,

Branching out further,

Turning into tens of content pieces.

All of this,

To start storytelling,

You must truly know your product.

Understand deeply and truly.

From trying or living with it.

Not just because someone says it’s good,

Or a trusted person says so.

Then you think it’s good

Without considering

How it’s really good.

Your every breath

Must belong to it.

Match surroundings

To your product.

So deep that

You can imagine your audience.

Their physical traits.

Their personality and quirks.

Their basic mindset.

It’s not an option in Facebook Audience.

It’s deeper.

You must have a clear picture

Before communicating.

Everyone has their safety area.

Normally 1x1 meter.

Roughly,

One arm radius.

If you can break that wall,

They’ll see you as one of them.

But that’s in person.

In content,

How to break that wall?

That wall is language

Used to create content.

The language of each group

Comes from you

Immersing with them.

Before returning to my condo every day,

I always chat with vendors.

You can start with any topic.

News, environment, their products.

When you frequently talk with each group or segment,

If you're observant and catch points,

You’ll know each group

Has their own language.

These languages reveal

Their thoughts.

Because speech

Is a variable

Rooted in thought.

Speech is the product

We can touch

Tangibly.

So we can conclude

“How they think and how to communicate with them.”

When you capture their language,

Using it in your content

Automatically aligns with them.

It’s a thin wall

That connects easily.

It’s so easy

That you can link two unrelated things

And make them connected.

Believe it or not, it works.

Readers will think,

“Is this even possible?”

That’s breaking

Their common sense.

Not natural,

But the language feels right.

They accept it unconsciously.

Effective creative ideas

Don’t come from frowning

Forcing thoughts.

“Good content is roasted, not squeezed.”

What’s roasting?

Roasting is when you absorb

Or consume your surroundings.

News, drama, paintings,

Books, clips, movies,

Traveling,

Daily life events.

Everything that passes your eyes.

You can keep as rough raw ideas.

Just watch without thinking.

If you have enough data,

Your brain “accidentally crystallizes.”

You’ll have flashes often.

Flash ideas pop up anytime.

While in the toilet, eating,

Or stealing pork.

For me, it flashes when lying down.

The brain stops thinking, ready to sleep.

Relaxed state, perfect temperature.

That’s when the brain opens wide.

All life events

Emerge at that moment.

Strange ideas always come.

Keep a small notebook and pen beside.

When it pops, note it immediately.

Because it’s short-lived.

Then vanishes fast.

Even while driving,

If something pops,

I must stop to note it.

After two left turns,

It might disappear.

Same with sleeping.

You don’t need to turn on the light,

Write seriously.

You can write in the dark.

Right?

Just note the topic, no need for detail.

If you detail too much,

It blocks future ideas.

Keep the brain open.

Let thoughts wander.

We just observe.

During that wandering,

Strange ideas

Sneak in.

When captured,

Review in the morning.

Then develop further.

Sometimes I watch thoughts

Until morning.

After finishing content,

Read your own.

See how you feel.

Where it feels off, change words.

Wrong spelling,

Or different than intended,

Adjust it.

Because when readers read,

If there are errors mixed in,

Or typos,

They focus on mistakes.

Your communication direction shifts.

Most important,

When you read,

You must feel it.

Feel it! Feel it!! Feel it!!!

Because if you feel it,

It means

Your communication

Can create emotions

In the audience.

If you don’t feel it,

No one else will.

Some have strong inner energy

But can’t tell stories.

Like, “Hey, it’s so good dude. So damn good. Don’t know how to say.”

“Bro, if you don’t know, how will I understand?”

Strong energy

But lost in communication.

So the story

Becomes ineffective.

If your content is very long,

Break into short sentences.

Press enter.

Force readers to read top-down.

Not left to right

Like reading Chinese.

Like how I make you read now.

When readers move eyes side-to-side,

It causes eye fatigue.

Focus and connection drop.

Try it.

You’ll see the difference in your work.

Content becomes elegant.

Concise.

Dense yet smooth.

Theory and concepts are enough.

Let’s give a case study.

I got a task

To create an ad caption for a product.

A body detox product.

Target group: people with digestive problems.

Constipation, hard to pass.

Age 45+.

Before thinking words or story,

Important principle:

Always put yourself in that group.

Imagine being 45

With digestive issues.

What are they like?

What do they want to know?

What are they facing?

Think slowly.

As I said,

Don’t force it.

It doesn’t help.

While thinking, go fill water,

Clean the bathroom, fold clothes.

Find a word or sentence

That makes this group feel

“impact to panic.”

Why I use this phrase?

Because I know

People aged 45+ are elders.

They worry about health and diseases.

And care about loved ones.

Like,

Friend has it.

Neighbor has it.

Well… guess I might get it too.

People this age

Try to find cure info

But don’t find prevention info.

My first flash idea was

Creating symbolic imagery.

What symbolizes digestive problems?

I thought of 3 things.

Film camera.
Wine cork.
Things causing tightness or blockage.

Like knotted rope, clip, tangled rope.

These aren’t right or wrong.

Depends on first flash.

I use these symbolic objects

As caption components.

And got this sentence.

“#Warning #ShareThis

Did you know!!

Constipation, hard to pass,

Is closer and more dangerous than you think.

Don’t let this happen to you and your loved ones.

We have a helper. Stay pain-free with detox.”

See?

Just a short caption

For ads.

It went through so many thought processes.

To capture that age group

In 3 seconds.

If you finished this article,

Congrats.

I tricked you into reading a pocket book-length text

About 50 pages

Through language

With hidden layers.

Little things combined.

You didn’t feel

You were reading this long piece.

Finally,

I’m not an experienced copywriter.

I don’t work in content creation directly.

But my way of thinking, using language,

Finding story points and storytelling,

Has earned me awards in product reviews

And caption contests.

So I think

Storytelling

Is an art and science

That could be useful and inspire

Those struggling with content ideas.

All from personal experience.

From observation and trial and error.

Give it time.

Learn and observe your surroundings.

To produce work daily.

Your work will have no end.

Your creativity will have no walls.

Believe it or not,

This EP content

Can branch out

And detail

Even more.

You’d have content

For months.

Try it.

I’m not Sean Buranahiran.

I’m Ex Jakrapan… Tulsap.

(Finally got to use this line, lol)

P.S. Share far, like hard, credit me please… please.

Love you.

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