I don’t judge a book by its cover, but I definitely judge it by the ending. I always read the ending of a book before I delve fully into it. If the ending is weak I usually become hesitant about investing my time on that book; And, I don’t think I’m alone there.
There’s no question about the significance of endings when it comes to stories. From the perspective of the observer, the ending is their last interaction with the story—the place where they leave the created world in the story, and return to their reality; It’s their moment to decipher meaning out of the story experience; the final takeaway. From the storyteller’s perspective, it is the last impression you get to make in your audience’s mind. It’s what we leave the audience with; it’s where you send them off to arrive at meaning.
As storytellers, we pay special attention to the ending for two major reasons; First, because we owe the audience an ending that returns the value of the time they invested into the story. This is why weak endings—worse, lazy and inconsiderate endings like ‘it was all a dream’—break the trust between the audience and the storyteller; in the case of brand stories, you can see why consistently weak endings definitely harm the consumer perception of your business. The ending must deliver something worthwhile to the audience. The second reason why we pay special attention to endings in the storytelling process, is that it is the component that audiences most consistently retain. Think about how much you remember from the ending of your favorite movies versus their beginning. People usually remember endings better. In commercial storytelling, this is why the ending is where a prompt, also called a ‘call to action’, is most commonly brought in.
How do you make sure that an ending is good? How do you ensure the quality of the final takeaway you give your audience is retained consistently? You give the audience something of value. You give them insight, entertainment, inspiration or a solution to fulfil a need; you reciprocate the investment they made with their time. With our work at Public Works, we often use a combination of image, sound and word to create effective endings that deliver heightened emotivity and interest to the audience.
In the second part of this story, we’ll talk about our process to create brand-appropriate endings and how story endings connect to company values and personality. Endings are one of the most important, effective and interesting aspects in storytelling; to understand how you can create stories with endings that lead to better business, get in touch with me at our storytelling studio Public Works.