A behind-the-scenes look at my own unfiltered shenanigans from the marketing trenches. A real-life, no BS view of what it's really like to market a small business and ideas to make it all feel a whole lot easier!
One of my very favorite things to do is go camping.
And this year, for some reason, I decided to resurrect an old-school tradition: Jiffy Pop.
You know, that ridiculous shakeable popcorn you hold over the fire?
What I forgot is how long it takes to make the stupid thing. The fire’s too hot, I burn my hand, it never pops evenly, and I swear it takes a full hour to finish (while my friends sit around laughing at me).
And yet… at the end of it? My kids are amazed. Totally enchanted by this magical, noisy, burn-half-the-batch campfire popcorn.
And so, naturally, I am gonna do it again.
That, my friends, is marketing at its finest.
Jiffy Pop isn’t selling convenience. They’re not even selling taste (let’s be honest - half of it’s scorched).
They’re selling the emotion. The memory. The moment.
That tiny sense of wonder that sets them apart from the other 9,000 popcorn options on the shelf.
Everyone’s buzzing about "storytelling" and emotional connection in marketing these days and it can sound complicated. But honestly? This is it.
Jiffy Pop is the perfect example.
Simple. Emotional. Memorable.
If that still feels a little abstract, I’ve got you.
Let's start with a social media post. A perfect way to dip your toe into the "storytelling" world.
And it turns out I have four frameworks to help get you started 😉
Oh, and I'm going to give you examples of all of them using my Jiffy Pop story to prove to you that marketing is about emotion, not the actual product - cause I am still not recovered from the experience, but already bought more Jiffy Pop.
The Frameworks...
#1 Before–After–Bridge
(great for problem/solution posts, promoting services, testimonials)
- Before: Paint a relatable picture of the struggle (what life looked like before).
- After: Share the outcome or transformation (what’s possible after).
- Bridge: Introduce your product/service/method as the bridge between the two.
Before: You’re at the campsite. The kids are antsy. You forgot bug spray. Dinner’s done, but the “magic” part of camping? Not quite there.
After: You’re watching the silver dome of Jiffy Pop puff up like a balloon. Everyone's gathered around the fire, eyes wide, mesmerized by this weird popcorn spaceship.
Bridge: Jiffy Pop takes something deeply inconvenient and turns it into a core memory. They sell the experience - and that’s your marketing reminder. Your product doesn’t have to be perfect… it just has to mean something.
#2 Myth–Truth–Shift
(great for spicy opinions, reframing bad advice, education posts)
- Myth: Start with a common belief or trendy approach people assume is true.
- Truth: Share your bold or surprising take.
- Shift: Explain how to reframe their thinking and what to do instead.
Myth: Good marketing is all about being fast, easy, and efficient.
Truth: The best marketing feels like something.
Shift: If you’re only selling features or benefits, you’re missing the spark. Jiffy Pop isn’t the best popcorn...it’s the most memorable. Stop selling what your thing is and start selling what it means.
#3 Messy Middle
(great for behind-the-scenes, relatable content, humanizing your business)
- Set the Scene: Share the moment things weren’t going perfectly.
- Reveal the Emotion: What were you thinking, doubting, learning in that moment?
- Wrap with Insight: Tie it back to your audience’s experience or offer a takeaway.
Set the Scene: I’m standing at the campfire, burning my hand while shaking this stupid aluminum popcorn saucer for what feels like 40 minutes.
Reveal the Emotion: I’m sweating, annoyed, wondering why I thought this was a good idea.
Wrap with Insight: Then boom! Popcorn starts flying. My kids are losing their minds. And I remember: this is why I did it. Your marketing doesn’t have to be perfect. It just has to connect. Even if half of it’s burned.
#4 Teach + Reflect
(great for educational content with a personal spin - sharing tidbits of knowledge)
- Teach: Share a tip, tactic, or piece of advice.
- Reflect: Share your personal experience applying it (or failing to apply it).
- Invite: Open the conversation or call your audience to action.
Teach: Emotional storytelling works because people don’t buy products, they buy memories, connection, identity.
Reflect: Jiffy Pop reminded me that even the most frustrating process can be a marketing win if it delivers a story worth telling.
Invite: What’s your “Jiffy Pop” moment? What are you really selling (beyond the features)? Next time you write a post or pitch your offer, ask: what will they remember?
Okay now, be honest. Who's gonna try Jiffy Pop this week?!
