Storytelling Through Poetry, Novels, and Film with Michael Finn

hayleegaffin
Sep 8, 2025
2 min read

What do poems, novels, and films have in common with marketing writing? They all tell a story. In this episode of Everyday Expert Insights, digital marketer Michael Finn unpacks how businesses can infuse storytelling into their marketing writing to capture their customers’ attention.

Listen in as he teaches us tangible ways to improve our marketing and communications through the power of telling a great story.

Find on Your Favorite Player

Apple | Spotify | iHeart

Applying Storytelling Structure to Marketing and Communications

From a young age, Michael loved stories. He began developing worlds in his head and writing his own short stories and poems. Later, he developed an interest in marketing and communications and realized that applying storytelling structure to campaigns can make brands more successful.

Does AI Belong in the Creative Process?

AI is a great tool for businesses, but it does not belong in the creative process. It should be used like an assistant, not a creator. In both marketing and creative industries like Hollywood, using AI in the creative process will only produce a bland and formulaic outcome. AI cannot replicate the feelings that creative geniuses like Christopher Nolan put into their projects.

Infusing Storytelling Into Your Marketing Writing

Storytelling doesn’t only belong in books and movies; it’s also a huge part of marketing. The standard story structure includes a hook, inciting incident, climax, and ending. Your marketing writer should follow this same structure to tell the story of your business and give people something to relate to about your journey.

Having a story behind your brand is what sets you apart from your competition. Instead of telling your customers what your product does, tell them how people live with your products. Create characters, real or fictional, that embody your brand and can connect with your audience.

For example, Geico created caveman characters with the tagline, “so easy, a caveman could do it.” The story of the cavemen sticks with audiences much longer than hearing that Geico can save them money. A good tip for creating characters to represent your business is to remember that comedy sells. If you can make people laugh, you’ve left an impression on them.

Three Tips to Uplevel Your Writing

Go back to story structure: think about movies and novels that stuck with you, and try to apply those things to your marketing writing. Tell a story that gives people a reason to engage with your business.
Experiment with characters: it may or may not work for your business, but it's worthwhile to experiment with characters to make your story more memorable.
Don’t overcomplicate it: marketing should be a fun game. Take it one day at a time instead of thinking too far into the future. You’re allowed to mess up and learn from your mistakes.