#But let me tell you every time we hit one of my recognizable landmarks like a favorite tree of mine or a favorite rock

[freebooter4ever]

The rain'll let up, they said. It'll be gone by noon, they said.

[generallybarzy]

under twinkling lights.

an: christmas in april? sorry this took so long.. but here’s a little bit of established relationship and soft cute Christmas smut! Its been too long since we had something so sweet and smutty about our fav cute ass couple. It’s all sweet and soft and cute and then it gets filthy... the perfect dynamic, i want what they have. i was only inspired to finish this because of barzys hatty tonight haha, he deserves everything. I didn’t really spell check this yet, just needed to post finally!! Personally, I think its the hottest thing I've ever wrote. Lemme know!!! 💕

tagging: @softboybarzal​ @fallinallincurls​ @matbaerzal​ @npatrickz​ @canadianheaters​ @selenophileangel​ @deleausvp​ @colecaufields​ @hockeyhughes11​ @nazdaddy​ @barzysreputation​ @comphybiscuit​ @aboveaveragehockeyboys​ @ifiwasshawnmendesidslapmyself​ @petey-patty​ @starswin​ @heatherawoowoo​ ​

word count: 6.5k

You never believed you’d find someone to spend your life with. If anyone told you your holidays would one day be spent cuddling up with your boyfriend of almost two years in the apartment that you had just moved into together earlier that month, you would have told them they were wrong. Flat out wrong. Things as beautiful and destined as that only happened in movies, and you certainly weren’t lucky enough to get something like that. But, now, here you were.

And here was Mat.

Even after two years with Mat, there was still nothing better than spending the evening cuddled up with him on the couch. No matter how many fancy, expensive dinner dates he took you on at upscale restaurants in the city or how many helicopter rides you took together out in B.C. when he was showing you his home, or how much you loved hanging out with his friends and his family and his teammates, nothing was better than cuddles at home. As much time you spent together, you still felt as giddy and comfortable and safe and at-peace as that first time with him. Things didn't simmer down, that spark didn't fade away after a bit like you feared they would. But they became more subtle. You no longer had to ask him to come to the couch to cuddle, you no longer worried that maybe he wouldn't want to. It was a habit, at this point, to fall into his arms at the end of the day just the same as he did with you. You were each other’s safe havens, the place you laid your head to rest. You loved each other, and there was no place you’d rather be than together.

You’d spent the evening baking cookies, decorating the new tree, and wrapping his family member's Christmas gifts- a book his mom had been wanting, along with some of the cookies you'd made and various at-home spa items; hockey memorabilia and classic jerseys for his dad; and some new pieces of technology and the latest eye shadow palette that his sister had been wanting, along with some stupid jokes gifts that he wrapped in duct tape like the annoying older brother he was. Now, after the sunset bared its last light over the horizon and through your window, you lay together in bliss, with the tree twinkling its colorful lights across the room as you and Mat snuggled on the couch under a fluffy blanket, and everything felt right. 

"I don't know why we went through all that work to decorate the tree if we're not even spending Christmas here." Mat grumbled playfully, his head on your chest, partially hidden under the blanket. 

"Well," your face glowed in a smile as you remembered the flight out to Vancouver you had in a few days. Spending holidays with his family was always your favorite. Your family wasn’t the best, and it wasn’t too healthy to spend your holidays with them, but you always had Mat and his family. They were so welcoming, so kind, and for as many years now as you’d gone as Mat’s girlfriend, they had accepted you like family. "Because this is our home, Mat. It'd be wrong not to decorate it for the first time." 

"I don't need a tree for this to feel like home." 

“Aww, baby.”

“It’s true.” He pushed himself up onto his hands and knees above you on the couch, bringing his face level with yours. His warm breath hit your lips as he brushed his nose against yours, eyes slipping shut and grinning. “I love you. Always.”

“I love you always too.” 

"I'm so glad you're here. I'm so happy we live together, finally." 

"I'm glad we live together, too." 

Mat snuggled down into your neck, the locks of dark hair that had been growing out lately tickling your face. You reached up to brush them aside and curl your hand around the back of his head, cupping his head against you tenderly . His hair was getting so nice and long, and you knew he’d have to cut it soon, per the team's guidelines, but god, you were gonna cherish it now. 

"I actually have something for you, Maty."

"A Christmas present?" 

"Well, an early Christmas present." You smiled at the excited look on his boyish face as he leaned back, the lights from the tree highlighting the sparkle in his eye. "You can't open it at your parent's house, so we're gonna do it here instead."

"What is it?" 

"Try to figure it out." 

He sat up then, his eyes scanning the room for anything that might seem out of the ordinary, anything that might be hidden. He was looking for his present, and you had to hold back a laugh at the sight. 

"Maty…" 

"No, no, I'll find it."

"Babe…"

"I got this."

"Let me give you a hint, at least." You sat up with him and took his hand in yours and cupped it against your cheek, turning your head to the side to kiss his fingers. He smiled at the touch, melting back into you and tracing his thumb across your skin. 

"Alright, gimme the hint."

You pushed his hand down the smooth skin of your neck, the swell of your breasts, down the curve of your waist, and to the hem of his hoodie that swallowed you up. "It's right in front of you, baby." 

"For real?" The joy in his eyes was the same you saw the first time you told him you were ready to take that step, almost two years ago now. No matter how many times you were together, he was always just as excited.

“You say that as if we’ve never done this before.”

“It always feels like the first time.” 

You glowed and let go of his hand to reach up and cup his face between both of you. His words came so simply and without hesitation that you knew he was sincere. “Aw, Mat…”

“I’m serious.” 

“You’re so sweet tonight.”

“Maybe I just really want to lay some love on you.” He hitched his hands under your thighs and tugged you close, lying you back against the couch once again. His hands slid up the soft skin of your tummy and waist, dipping under your shirt momentarily, and causing your breath to hitch in your throat- his hands always managed to do that to you- as you breathed out the words against his lips. 

“Maybe I’m gonna let you.” 

With one last grin, his face dipped down to yours, locking your lips together in a familiar, electric dance. Soft, gentle lips moving against yours had never felt as good as with any other boyfriends as they do with Mat. His touch was intoxicating, made your mind wander and your heart race flushed your skin and shocked you to the core. Ever since the very first time his hand grazed against yours when he reached out to hold it for the first time, to the first time your bodies connected in passion under the covers, it felt the same. Like fire. Even two years later, he drove you insane, and all you wanted, and frequently achieved, was to drive him insane as well. In the best way possible. Mat broke apart from your lips momentarily to slip the hoodie over your head, revealing his gift. “Fuck…”

Right there, in front of his eyes, your breasts were covered only by a lacy crimson fabric, held together behind a pretty red bow. With each heavy breath of anticipation, your chest was heaving softly before his eyes, and he found himself hypnotized by the gentle rise and fall. 

“You like it?"

“Holy shit, you’re hot.” 

“So are you.” 

His eyes were wide, warm, and gentle, looking over you. He dragged his gaze away from your chest even though you could tell how hard it was, and shook his head. “Not as much as you.”

"Mmm", you took the liberty of taking his hands from where they had frozen beside you and placing them, big and warm, over your chest. "Go ahead, baby." 

"No, no, I wanna savor this first."

His mouth dipped down, soft hair tickling your neck as he nibbled at your chest, laying little love bites and kisses along the tender skin. He cupped your boobs and squeezed them around his face, humming in content. You couldn’t help but laugh as he buried his face against you, and you could feel his grin break out against your skin. “Having fun, baby?”

“Oh my god, yes. You’re gorgeous. So soft.” 

“Mmhm.” You sighed into his touch as he kissed his way back up your chest.

“Baby.” He spoke softly to get your attention, and your eyes opened lazily to see him, biting his lip and holding the delicate ribbon between two fingers. “Can I?”

“Please.” He gave a gentle tug, and with one last heave of your chest, the lacy bralette fell open, revealing one of Mat’s favorite parts of your body. 

“Fucking Christ.” 

“Bub, you can’t be swearing like that so close to Christmas.” 

“How do you expect me not to when you’re…. God, just so perfect…” You saw the way his eyes glazed over mid-sentence in the colorful lights of the tree, the way his jaw went slack as you arched your chest up towards him. He reached out, slowly, as if worried you were going to disappear if he moved too quickly, and when the large, rough hands curled around the side of your waist and slid up and down, you felt goosebumps pop up along your skin. 

“Your fingers are cold.”  

“But you love it.” He ran the pad of his thumb over your nipples, watching as they pebbled under his touch in the cold air. “So do I.” 

“Warm me up?”

“Always.”

He dipped his head down, his mouth hot and wet along the peaks and valleys of your chest, down your stomach.

His fingers traveled over the familiar layout of your body, colored in soft golden and red and green in the dancing Christmas lights, tracing each recognizable landmark with specific care- every memorized freckle and birthmark he had kissed since your first night together and every dimple in your skin that he cherished, every spot that had his fingerprints imprinted onto like memory foam after so many nights spent holding you tight with everything in him, as if you'd slip away. As if you'd want to. With each inch his hands followed, he found more, there was always more territory to be marked down, jotted down in his brain for future reference. He was always finding something new. Something more to use against you, to use against you in the best way possible, to push you further and further to that blissful end goal.

He made his way down, down, down, until his breath was hot over your lace-covered core, his hand gripping your hips tightly. Mat smiled as your hands found his hair, curling your fingers through a fistful of the dark locks before releasing and smoothing it back into place again. Mat's favorite thing about going down on you, besides the way it pleasured you, was the way your hands felt on his head, massaging and grabbing and twisting and pulling. It was heaven to him, letting you guide him around like that. 

“Can I take them off?” 

“Hmm.” As much as you wanted him to ravage you right there, with those soft, sultry eyes he was giving you, he was wearing far too many clothes. “You first.” 

Mat didn't say anything else before stripping out of his dark crew neck sweater and jumping up off the couch to kick his gray sweats down. His smile was contagious as your gaze dropped from his face, down his bare chest and the little chain you’d gotten him for your anniversary, down towards the tent in his boxers with a silly, excited grin. He laughed. "Not tired of seeing me yet?" 

"Never."

"You sure you’re not getting bored of my dick yet?"

"No, baby. Definitely not.” You grinned, the thought of spending the rest of your life with him bouncing around your mind. “Why? Are you getting bored of me?"

"No way." Mat leaned down to lace your fingers together and lock lips. "How could I?"

"How could I get tired of you, Maty?"

Mat hummed. He loved this little play, the little banter, the back and forth. He'd loved it since you first started dating, and he always would. He knew you loved him endlessly, but he played along. "I'm just a hockey player."

"No, you're my hockey player. My boyfriend. My pretty, pretty baby."

Mat settled back down between your legs with a warm smile. "Yeah, I am. So can I take these off now?" He hooked his fingers in the waistband of your panties. "C'mon, I know how much you love my tongue."

Your thighs squeezed around him at the words. “Fuck, please.”

“Anything for my baby.” 

You lifted your hips for him as he tugged the lacy fabric down your thighs with nimble fingers, stopping momentarily after they were off to just look at you. He let out a sigh, his eyes finding yours again with a soft look as you squirmed a bit beneath him- not because you were shy, no, you were long past that point in your relationship, but because you just needed him to do anything to you. Mat had spent the past two years helping you love and appreciate your body, and this, right here in this moment, was the perfect showcase of how much he helped- as he was gazing down at your naked body and the only thing you felt was just the absolute need and desire for his body to move against yours and his warmth to cover you up. No nerves. Only love, and need. 

“Shit, you’re gorgeous.” 

“I know.” 

The lack of hesitation in your reply had Mat bending over you and laughing. “That’s your response?”

“Yeah! I mean, you let me know. You make me feel so confident.”

“Mmhm, good, babygirl.” He scooted back down to lay his head against the soft, naked inside of your thigh gazing up at you through his eyelashes. “I always wanna make you feel good. Physically and mentally.” He turned to lay open-mouthed kisses against your thighs, and any thought of response you may have had dissolved completely as you leaned back and waited for him to do his magic. His hand reached up to cup your heat, just feeling you against his palm for a moment before swiping a long finger through your fold, smiling and raising his eyebrows at you. “Oh? Already so wet for me?” 

“Always, baby. You should know this by now.”

“Yeah?” He dipped his fingers at your opening teasingly and his head dipped down to connect his lips with your clit, kissing it gently and watching you squirm. “Ugh, I could fuck you right now if I was in a rush. But you know the foreplay is my favorite part.”

“I know. And you’re so good.” 

“Good.” 

He went silent then, his tongue wide and wet, licking a long stripe along your slick and gathering the wetness at your clit, giving it soft, kitten licks and wet kisses. He listened intently for every soft sigh that left your lips- music to his ears- and felt every tug on his hair when he flicked his tongue in small circles around that spot like he knew you loved. And the best part was that he knew. You didn’t understand how couples could get tired of each other after years. You didn’t understand how the excitement could flicker away or how they could get tired of each other’s bodies or minds. Never in your relationship with Mat have you felt as excited as now, two years in. The thought that he knew your body inside and out, maybe even better than you did, was just so overwhelming in the best possible way, and the longer you lay there, with Mat’s mouth on you, you couldn’t stop thinking that this is your man.   

Mat was lying flat against the long couch, his face between your thighs and his hands holding your legs open for him. His dark hair was a wild mess, and you could see the gentle movements of his lower back and ass and the back of his thighs illuminated golden in the lights, rolling lazily against the couch cushion- covered by a blanket, of course- to provide any friction for his sadly untouched cock. 

You hadn’t even noticed the noises dripping from your lips until Mat pulled back, and the lack of feeling his mouth against your core had you whining for him.

“Fuck, I’ll never get over you.” 

“Mmmmat.” You hummed his name, dragging out the “M” in the way you knew he loved.  

“Yeah, baby?” 

“Please keep touching me.” 

He sat up, between your thighs, knees digging into the couch, and his bare thighs and torso on display for you. You loved him, all of him, and all of his body. His legs, his abdomen, his chest, his arms… all of it was amazing. Perfect to look at and perfect to touch, to grab, to dig your nails into as he railed you. To ground yourself with. “Baby, you know I love eating you out. But I just gotta see you right now. And talk to you.” His big hand slid up the inside of your thigh, and your breath caught in your throat when he started rubbing soft, small circles against your clit. “So this position will have to do, okay? I promise I’ll spend all day before our flight eating your pussy.”

“I’ll remember that.” 

“I hope so. God, this fucking thing. Could eat it for days.” He pushed a single finger inside you, slow and steady, but enough to make you clench around him. His fingers were so much better than yours, just a little longer and a little thicker in a way that had you squirming for more. “So fucking tight and wet. So hot. I’m so lucky to have you.” His free hand left your hip, leaving nothing but cold, empty fingerprints on your skin, and rubbed against the bulge in his dark boxers. You could see how much he was aching, and you were determined to make it better. 

“Mat, c’mere.” 

“I’m knuckles deep in your pussy, babe, how much closer do you want me?” You laughed at him, rolling your hip down against said finger. How he could be so funny and sexy at the same time was beyond you.

“Lie down with me. I wanna touch you.” You held your arms out for him and scooted to the side, and he obliged quickly, lying on his side between you and the back of the couch and hooking your left leg over his right thigh. His hand dipped back down between your thighs, pressing into you before you could even catch your breath, feeling exhilarated at the much more intimate position. “Oh, fuck, Mat.” You reached out to him, willing and eager to reciprocate the feeling. He drew in a sharp breath at the way your hand rubbed over the thick bulge in his boxers, pulling the waistband down just enough to release him from his cotton prison.  

His cock jumped up against his lower belly, stiff and pink and needy for you and only you. Your hand, your mouth, and you could tell by the way Mat’s fingers paused inside you that he was anticipating the moment your fingers wrapped around his length. “Oh, that feels so good. Always does, baby.” And then, as you worked your hand against him, he pumped his long fingers inside you, bringing his other thumb to rub mercilessly at your clit. But still, even with the way he was fucking you on his hand, the most intense part of this moment was the way he held your gaze; the lust, the need, the twinkle of amusement in his hazel eyes at the sheer amazement that he got to do this with you; and the love- the pure, unadulterated love that soaked from his skin to yours, in every touch, in ever moment spent together, every kiss, and every time you laid together, bare and vulnerable, in the heat of passion, under the twinkling lights or in the dark, safe haven of your home to show each other how much you loved each other. His warm eyes glittered in the light, reflecting the gold and green and red lights from the Christmas tree that illuminated the room, and the city lights outside the window of your apartment lit up his body and highlighted every muscle. Your apartment, the one you own together, and the one you knew you were going to make countless memories in. His eyes glittered with love, with the question of “can you believe we still make each other feel so good?” and with the statement “I want to kiss you so bad right now”. Your hand pumped his length, pulling a soft moan from his lips, one that you had used to have to work so hard to hear. “I want to hear you, baby” You had used to say, practically begging him to let himself go as he bit his lip to hold back the moans. It had taken a bit of encouragement, but now he never held back with the sounds that left his pretty mouth. You lay there, vulnerable and exposed to each other, staring into each other’s eyes as with hands between each other's thighs, cheeks pink and hearts full of love as you helped each other climb to that climax. 

You broke eye contact first, laughing breathlessly and feeling your cheeks go hot under his gaze. Despite the lack of shame you felt in front of him, he could still get you so flustered and giggly. 

“What’s so funny, beautiful?” He asked between shaky breaths. 

“You’re so beautiful, Mat. Those moans are so pretty. I can’t believe it.”

“Yeah?” He smiled with another laugh. “I can feel how wet you are. It’s crazy.” He slipped the tip of a third finger into you, your hole aching and pulsing around them already. “Oh, fuck, I love your moans too.” And you could tell he did, as his hips jerked helplessly up into your hand. “Faster, baby.” 

“Only if you kiss me.” 

Without hesitation, he leaned over and his lips locked onto yours, needy and begging but oh, so willing to go slow and passionate. The hand that had been teasing your clit came up to grab at you face, squeezing a tit on the way up, and you reached a free hand out to tangle in his dark hair as you leaned in and continued to jerk him in your hand- up and down, and up and down, twisting around the head just like he liked. “I love you.” He whispered against your lips, breaking apart for only a moment to look down at you one more time in awe. “I love you so fucking much.” 

“I love you, Mat.” 

“Fuck, I love you.” His lips crashed back against yours again, his fingers plunging deeper inside you as he kissed his promise into your lips, the promise that he was there and he’d always be there. He was yours. And you were his. Simply that. The heel of his palm rubbed against your clit as he curled his fingers inside of you, hitting that wonderful spot and making fireworks twinkle behind your eyes. He groaned into your mouth as your hand curved over the head of his cock, palms getting slick with his pre-cum, and stroked back down to cup his balls gently. He let out a breathy laugh at the tender feeling. 

“Baby, look at me.” You cupped his cheeks between your hands and pulled him back when you began to feel your peak rising. He whined when your hand left his cock, aching and hard, and his fingers halted inside of you, cupping his palm against your heat.

“Oh, baby,” His eyes locked on you, making a show of how they were scanning up and down your body. “I’m looking.”

“I need you inside, right now.”

His bottom lip was sucked between his teeth and his eyes nearly rolled back in his head at the words. Even after so long, he still couldn’t handle hearing those words. His eyes fluttered shut. “Fuck, say less.” He rolled over you to sit upright on the couch, finally pushing his boxers all the way down his thighs and onto the floor. He gripped his cock in his hands and slid between your thighs, bending down over you to kiss your lips. “How do you want it?”

“Just like this.” Your hands fell to his hips and pulled him close. 

“Yeah?”

“Wanna see your face. Maybe it’s basic, but I love this position.”

“Yeah. It’s simple, but so intimate. I like it too.” He paused and leaned back for a moment, looking down at his sweatpants on the floor for something. “Shit, ugh, I don’t have a condom here, hold on-” 

“No, no, no.” Before Mat could run off to the bedside drawer, you grabbed his hands in yours, pulling him back to you. His eyes went soft and cautious for a few moments. 

“No? Babe, shouldn’t we…” 

“We’ve had conversations about this, right? About doing it without?” Mat nodded, a little smile beginning to pull on his lips. “I’m still on the pill, and I know I remembered to take all of them recently, so we’re still pretty safe, if you want.” 

“Fuck, I want.” He settled back down between your knees. “Are you sure?”

“A hundred percent.” 

“Alright.” Mat chuckled in boyish excitement. He reached a hand down between your bodies to adjust himself, nudging the blunt head of his cock against your clit and rubbing his pre-cum along your slit, lining up with your tight entrance and sending sparks through your body. “God, my God, I can’t wait to come inside you. Feel you around me completely. See my cum on you.” One last time, he bent his body down over yours, his weight warm and heavy, the metal of his chain cool between your chests, and pressed his mouth to yours, breathing in your warmth. One of your hands curled around his waist, slid to the small of his back, just like he always did to you, and the other cupped the back of his neck, fingers curling into the hairs and playing with the chain around his neck and pulling him in closer to your face. He broke away slightly with a sigh against your lips, his forehead bumping against yours and his nose nudging yours in a familiar gesture. He didn’t need to say the words anymore, because his quiet affections were ones that you’ve known for a long time. 

His question was loud and clear, and your answer was just as obvious. 

Mat brought a forearm down next to your head to steady himself, stroking the pad of his thumb against your warm cheek as his hips finally pushed against yours. Hands tightened their grips on each other’s bodies, sliding across hot skin slicked with sweat, and a euphony of moans mingled together in the air at the initial feeling of finally being connected in such a primal way again. His hips were flush against your own, and the weight of his thick cock inside of you was heavy and intoxicating; you could feel his tight abdomen expanding and contracting with every heavy breath and shudder through his body. He let out a long string of moans, his head dipping down to nibble at your throat, and fuck, did you know what he meant. You were connected, everywhere- heart, skin, and mind. “Fuck, oh my God, baby, hot as ever.” 

“Oh, Maty…” 

“I’m gonna give you so much love, beautiful.”

“Please.” 

The first withdrawal of his hips from yours was painstakingly slow, and all you wanted was for him to plunge back in again and again and again. And he intended to do that, in time. Mat loved to take his time, but it didn’t take him long to fulfill his promise, sliding back against you, his cock hard and aching inside your wet cunt. He found a steady, easy pace rolling his hips into yours, each stroke like electricity through your body, long and languid, taking his time to draw your pleasure out, taking the time to feel your body around him. His knee dug into the couch hard, steadying himself and getting more traction so he could pull closer to your body, snapping his hips against yours with slaps that had you both gasping for air. 

“Oh fuck…” 

“Feels so good, Mat.”

“You’re fucking amazing.” He let out another high-pitched whine and arched your leg over his hip. “More?”

“More, faster, please baby.” 

His hips slapped against yours with a groan, his big hands holding behind your knees and opening you wide for him. He leaned back to take a good look at you, at the scene in front of him, trying to take in every image he possibly could. Because these were the best moments. Not only the sex- god, but the sex was good- but just being together, being close, being intimate and so so close, yet only craving to become closer and closer. “God, you’re so hot, babe. So tight, so wet, all for me, right?” When you couldn’t answer, too overwhelmed with the way he was pounding against you, he took it as a sign to keep running his mouth. God, you loved to listen to him talk. “So wet, all for me. Getting all turned on over this big cock inside you, yeah?” You nodded your head enthusiastically, pulling his body closer to yours. He followed without hesitation, down and down until your bodies were glued together and he was just pushing against you, his hips driving yours into the couch cushions. “All fucked up for my cock, are you? Fucking beautiful.” 

“It’s so good, Maty, baby, so big, fills me up so good.”

“I love you. I love you, (Y/N).”

“Oh my God, Maty, I love you.” 

His mouth locked onto yours, sealing your lips together and swallowing your moans down. Dark locks of his hair shielded your face and tickled your cheeks, and as soon as he inched away to take a deep, shaky breath, your eyes opened up. He steadied himself on strong arms, framing your face, his veins prominent, and you curled a small hand as far around his thick bicep as you could, watching in awe as his head jerked back, throwing his long hair off his forehead and squeezing his eyes shut as he concentrated on pounding against your dripping cunt. 

Slowly, his body peeled back off of yours, away, away, and he brought himself up to his knees in front of you. You let your eyes roll slip the long length of his torso, decorated with glittering reflections of gold and red and green, shining off the sheen of his sweat, and you looked from his thick neck, covered in your love-bites, down his chest, down the hard muscles of his abdomen and tummy, and down the V of his hips to the small patch of prickles that rubbed against your clit with every thrust. His thighs were spread open with your legs wrapped ever so gently around his hips, and his cock was stilled, aching inside of you. He shifted around on the couch momentarily, readjusting his knees on the cushions. “Ya know, we’d be a lot more comfortable in our bed than out here.” 

“But it’s so pretty out here. All the pretty twinkly lights on you…” 

“On me?” He laughed, “Look at yourself, babe. I’m fucking lucky.” 

His big hands traced down your cheeks, squeezed down your chest, curled down the curve of your waist and hips, before finally wrapping around the backs of your thighs and pulling you closer, hoisting your legs up, up, and over his shoulders and spreading you wide open in front of him. 

“Ooh, Mat…” You giggled a bit as he easily positioned you in the way he wanted, smirking down at you wickedly and rubbing his thumbs up and down the wet slick of your pussy. 

“Gonna make you fuckin’ come, babe, my god… you want that?”

“Yeah, yeah, please, Maty.” 

“Just a little bit longer, ‘kay?” He rolled his hips against yours again, starting up that steady pace again. His hands held your thighs open, lifting your legs up the length of his torso and locking them over his shoulders, and he never failed to make you seem tiny compared to him. You watched, mesmerized, as his abdomen tensed and hardened and spasmed as he tried to keep himself under control. 

“Please.”

“Little… longer.” 

With one more low moan, your boyfriend bent closer to you, his chain dangling in your face tauntingly as he got back to pounding away at you, heavy balls slapping against your ass with every erratic movement, his thrusts getting sloppier and sloppier and his breaths getting deeper. He was so goddamn close to that edge. He could tell you were getting there, too. You’d been on the edge ever since he started pounding you, but now, you were only a few feather light touches away from falling over that edge. And Mat was ready for it, he could barely hold his own seems together, he could barely think about anything except how rock hard he was and how your tits were bouncing so perfectly in rhythm with his hips, the way your eyes were rolling back and the way his cock felt inside you, fully covered in your slick, both your lower halves sticky messes. He was ready to fall apart completely, and ready to help you reach your own. “You look so fucking good taking my dick like this, babygirl. It’s so big, isn’t it? But you just take it so good, yeah? My good, good girl with her perfect fucking pussy, taking that cock so well.” He reached his fingers down to roll his thumb lazily against your clit, ever so gently, but enough to make you fall apart. Your eyes rolled back as you gasped out for him. 

“Please, M- Maaaat…” 

“Oh, you- you want it, don’t you?” Mat’s words were getting shaky, his sentences choppy. He was so close, so close his mind couldn’t comprehend anything beyond just fucking letting go. “Want your boyfriend’s hot cum filling you up, just flooding that- ugh, that tight little cunt, yeah? My balls emptied inside you? You want that nut so bad, you’re so desperate for it, huh? Tell me, baby. Tell me how you want the love of your life to just… fucking f- flood your pussy.”

“I want it, Mat, I want you to cum, baby.” 

His thrusts became erratic, his hand leaving bruises on your thigh and his thumb absolutely torturing your swollen, sensitive clit. He was getting desperate, too. “Where? Where do you want my big fucking load?”

“Cum inside, fuck, fuck, please, Maty-”

“Ohh, gonna fucking nut inside you, babygirl-”  

“I’m gonna cuuuum, Mat…” 

“Ohhhh, fuuuuuck, oh, oh (Y/N)...!” Mat let out a long, strangled moan, his voice shaking and whiny and breathless in exasperation. His hips stuttered and his thighs trembled beneath him as he nearly collapsed onto you, absolutely flooding your aching, spasming hole with his cum. Your mind went fuzzy and white when you finally felt his stitches come loose, and he finally emptied all of himself- all his hot, gooey warmth- inside of your throbbing cunt. And flood, he did. It felt like the thick ropes of cum were never ending, filling you to the brim, until finally, he was done, his eyes squeezed shut and hair falling into his eyes above you.

Forming sentences would be a miracle at this point, but you reached up to curl a finger around Mat’s chain and yank him down to your face, ushering him to collapse against your body. And he did, eyes glancing open for a moment and lips locking with yours, always thankful to be able to fall onto you after a hard day, after absolutely spending himself. He groaned against your lips and buried his face against your neck, panting against your skin and kissing your neck and breathing in your scent as your hand found it’s rightful place at the back of his neck.  After a few moments of stillness, he reached down lazily and let his cock slip out of you, both of you whining and the loss of contact, and you felt a familiar wetness on your tummy as his cum dribbled down the head of his spent cock to fall on your warm skin. 

You were silent, panting for a few minutes, just letting your heartbeats steady back to normal and your heads to recover from the dizzying orgasms. Then, a breathless chuckle vibrated through Mat’s chest and into you. “Merry fucking Christmas to us, right?” 

“I think that was the hottest thing we’ve ever done, Mat.” Mat hummed in agreement, squeezing you between his arms. “Now you see why we couldn’t do this at your parent’s place?”

“I mean… what’s stopping us?” 

“Mat, I know for a fact you can’t keep quiet enough to fuck in your parent’s house.”

“Says the one who was just screaming my name.”

“As if you weren’t moaning mine just as loud.”

“Hmm.” Mat laughed again at the banter, the playful back and forth, and rolled to the side, his back to the back of the couch, and pulled you against his side. “How do you feel, anyway? About… me coming inside? Still feel good about it? Wasn’t too much?”

“No way. I really… really enjoyed that. Everything about that. A lot.” 

“Mm, that’s good. So did I.” 

“But… I kiiiiiinda feel like we should clean up. It’s starting to feel… sticky, like, everywhere. And not a good sticky.” 

“Yeah, how about we take a bath together? A nice warm bath in the lights of the pretty Christmas lights you love so much? How’s that sound?”

“Sounds like heaven, Mat.”

So Mat scooped you up in his arms, his own legs weak and shaky after an unbelievable orgasm, and he pressed kisses against your cheeks as he carried you through your brand new home, lit in the pretty pinks and gold of the Christmas lights, stopping before the bathroom door only momentarily to ponder on the beginning of the rest of his forever with you. This truly might be the beginning of the best years of his life. The beginning of an even more serious relationship with you. He felt your fingers playing with the chain that still hung around his neck, the one the guys teased him about the charm on the end, but the one he always wore for you, and he glanced down, his eyes warm and contemplative as he searched yours. This. This was eternal love.

“I love you, babe. Always.” His heart felt dipped in syrup when you smiled up at him with that soul melting look. Yep. You’re it for me.

“I love you, bubs. Always.”

[seokiloquy]

Sink - Hinata Shoyo

AU: Fantasy / Merman

Revamp

GN! Reader, hardly any plot (it’s like nothing i’m sorry)

Word Count: 2.2K+ 

Pirates can be helpful sometimes. If you do anything to tick them off though, you're thrown overboard. They were self-serving, violent to a fault, and would only help outsiders if they got something of greater value in return. Profit, they said. Most pirate ships were run by humans, taking to the sea after being forced off of land by other groups. For this reason, the whole time on that ship was spent with their scorching gazes burning into the back of your skull. Being an elf, one doing work for the queen no less didn't help your cause. If you hadn’t been seasick you would’ve seen it coming. 

Now here you were, sinking down into the depths of the ocean hardy able to see the light through the crashing waves above you. Your wool cape weighed you down, getting heavier as it soaked in the salty water. It wrapped around your body, restricting your movements and thwarting any hope of being able to swim upwards.

Your chest hurt once your knees hit the sand at the bottom. The throbbing of your heartbeat in your ears was loud but didn't stop you from hearing the swishing of movement around you. Somehow, life underwater was the loudest and most silent experience. It was deafening.

"Hey there, person!"

You squinted your eyes as you tried to see despite the stinging from all the salt. About five, maybe less, metres ahead from where you pitifully kneeled, a merman swam over to lean against an algae-covered rock as if it was a bed. You bent backwards to get away from him, but it became useless since your torso just floated back up.

"Are you stuck? Odd. What is that? A tarp?"

The merman’s orange tail flicked, propelling him forward toward you with incredible speed. His webbed hands pulled at your cape and his long pointed ear twitched through the water, listening for something. You felt as though you were being sat on by a giant, the pressure on your chest grew stronger as you struggled to help the sea creature free you.

Once untied from your dark cape you were able to swim upwards toward the surface. You felt your chest expand as you swam higher making it easier to hold your breath.

Just as you broke through the surface of the water you gasped, grateful that you could finally breathe. You heaved in as much air as possible, trying to not let the splashing water get in your mouth. As you kicked and waved your arms through the water the aquatic man floated up next to you. He poked his head out of the water before ducking back down.

"Woah! You don't have a tail! Or fins, or anything! What are you?"

Treading the water with both arms and legs you kept yourself floating high enough to speak.

"Take me to shore and I'll speak to you then. This cape is weighing me down."

Nodding his head, the merman’s orange hair shook off some of the water in it. The movement made some water fly into your mouth, which you quickly spat out, not enjoying the taste. His hands hooked under your shoulders, hoisting you up to his chest.

"Hold your breath."

"I am (Y/N) (L/N) of the Elven Domain. I am an explorer and have direct orders from the queen to track down an artifact to keep it safe. And you are?"

"You're an elf?"

You sighed, staring the merman directly in his eyes. The two of you currently sat/stood on the sand, drying off. In front of both of you was the ocean that you had just crawled out of minutes before.  The merman flicked his tail happily and looked at you with a curious smile that seemed to eat away at his cheeks.

"You don't socialize, do you?"

He shook his head as he picked at the fins on his arms. “No, not really. I’ve been the personal worker for the princess since I could remember. Only the royal family makes connections with those on land. The rest of us barely remember the word for your people. Let alone seen one. And because I’m working for the princess all the time I don’t really have any friends or explore."

As he spoke, his tail had fully dried and began to morph into a set of thin legs. The colour from his tail seemed to take shape and become a pair of trousers that ended directly below the knee with a small frill. He slowly bent them with a large smile, wiggling his toes into the sand.

"We know of our abilities, but only those who attend world meetings use them. I've never had the chance."

Grabbing your hand suddenly, he pulled himself up and onto his feet.

"Now come on! You have an adventure to be on don't you?"

Marching forward Shoyo managed to take a couple of steps before his knees buckled inwards and he fell forward. His butt stuck in the air and both his lower legs and face were covered in sand. He was quick to adjust, flopping onto his back.

"I got to get used to this," he said smiling up at you

"I'm more surprised you managed to even take one step. What’s your name?"

His mouth popped into an ‘O’ shape before giving you another sharp-toothed grin, “Shoyo Hinata.”

You sat on the edge of a rock, cape splayed out by your side. Hinata splashed around in the water, bathing in the cold liquid against his skin and tail. A laugh would nearly escape you every time his head bobbed out of the water to either shake his hair dry or send a long trail of water out of his mouth in a tall arch. He occasionally would toss water your way in an attempt to get you wet, before going back to whatever he found entertaining at the bottom of the pool.

"So you are an elf. And there are other species out there like you. How many are there?" he asked.

Hinata pushed himself up on the rock next to you and let his tail begin to dry.

"There are humans and wizards. They are from the same family, but wizards have either become interested in the magic of others or are hungry for power. There are other water dwellers I'm sure. But no one has seen them since the War of Weapons. Along with some forest creatures who have small colonies instead of creating a large Empire like the Fae or Giants."

Hinata swung his tail trying to get off the last of the water so his legs would appear. As he did, drips flung your way, making you much wetter than any of his targeted splashes did. You scoffed, wiping your hands over your hefty clothing. Once dry, a silk-like material took the place of scales and legs, replacing the tail with pillowy clothing. You stared at them for a moment.

“Are those pants attached to your body or…” 

As you spoke Hinata's ears twitched as he heard every word along with any noise that came from the woods behind you. He ignored your comment, far more interested in the previous conversation. "Creatures like what?" he asked.

You looked to the woods thinking of the people and animals you have and will encounter on your travels. "There are centaurs, gods, dragons, nymphs and dwarves. Some that don't have specific names but recognizable features. Most of them fled to the woods after the war. The gods, well, there are no gods here. Not anymore, not really."

Hinata nodded and played with the large gem that was attached to your cape. His head tilted, "War of Weapons? What happened there?"

"I can't remember the exact details of course. It was almost three hundred years ago after all. And if you haven't connected with other races you were definitely born after."

Hinata nodded "I'm only a teen. So it makes sense that I wouldn't know. As I said, I’ve spent my whole life with the princess."

Sighing, you felt the sudden urge to throw yourself into the water. You cringed in disgust and looked into the deep ocean. The dark blue seemed much more welcoming now than it did when you had been thrown in. Maybe if you wished for it the dormant god would welcome you with open arms. 

"You're so young," you commented.

"And you're not?" Hinata tilted his head and looked toward you. He set down your cape.

"In age of body, I am. But of mind and experience, I have aged 400 years."

"400!" Hinata jumped back at the confession, hands holding tightly onto your gemstone. "But how? You look 14!" 

"People of Elven descent age much slower than the rest of the world. It's a gift and a curse. My own siblings are reaching their 900th years."

Hinata sat closer and rested his chin on your shoulder, pouting. You smiled and turned your head slightly toward him, getting a glimpse of the youthful expression that pulled at his lips.

"But the war. What happened?"

You looked to the horizon where you couldn't see the landmark or city.

"Humans, finding the magic of others made them power-hungry. They began to build troops in hopes of defeating other kingdoms and gain control of the world. Wizards, witches and the occasional warlock or enchantress began to appear. They had to go through deadly rituals to gain their power. And when they found out there was more to take, there was no stopping them. It was a war of not only hardware but of magical prowess."

Hinata rested his weight against your body as he listened to you tell the story of an old war.

"Elven, Mer, Demon, Wood, and God banded together to stop them. Each of them protecting the gems they had in their care."

Hinata stared at your side profile, his eyes reflected the light from the setting sun and portrayed admiration as he listened. The eyes of the mer glowed a brilliant gold colour with hazel accents and brown lining.

"Gems? Like the stones?"

You nodded.

"Some, although rare, have magic stored in them. There are three held by the gods, with them from birth to rebirth. Others are forged over hundreds of years on sacred ground. Often places are abandoned before a single gem is produced."

Hinata's orange hair tickled your neck, his webbed hand rested palm up on your knee. You took his hand and gently pressed your thumb into the center of it.

"(Y/N), what did you do in the war?"

Your eyes dropped into the water before you. Another urge, stronger than the last, wanted to pull you into the bottomless pit of water. It felt like you were about to choke.

"I watched friends and family live and die at the hands of the people we all treated so well. I can only wonder if they took our kindness as pity."

Hinata squeezed your hand with a slimy but gentle touch and dug his head deeper into your shoulder. He whined pitifully.

"I am an adventurer. So that's what I did. I went searching for clues, hideouts, anything I could find on the other side of the war. Along the way, I made a friend. His wings were a beige colour, very light. But his overall aura was much darker. His wings gave him little to no help because if he flew too high up, he would fall out of fear of being shot down."

You turned your head to the merman, shifting slightly to fully face him and avoid catching his pointed ears with your own. You raised your free hand up toward the darkened sky, pointing to the bright light from the moons above the two of you.

"His name, Kageyama Tobio. God of the moon."

Hinata sat, eyes larger than before as he looked up to the two shining dots of light in the sky. The moons, which he had never gotten the chance to see until now, danced slowly around each other as they spun around the world. He admired the still image of the two unequally sized moons.

"Where is he now?"

"Home, I assume. But his sister is young and missing. So there is no doubt in my mind that he is still searching."

The sun had fully set by now, letting the moons cover the forest in cool light and dark shadows. You lowered your hand to Hinata's shoulder and added some pressure to your fingertips.

"Rest for tonight. You've drained your energy enough for today." You smiled and pushed him down on the flat rock where your cape was, acting like a makeshift bed.

"And what of you? Are you not going to rest?" He asked, holding your hand as it dropped the edges of your cape over his shoulders.

"My mind is now plagued with thoughts. If I rest now I cannot guarantee you'll see me at dawn."

Hinata's brow furrowed as he questioned you. "Why would that be?"

You sighed and brushed his hair with your free hand. "My turning would toss me into deep water." You smiled slightly as Hinata's expression turned sour. "Now sleep. I’ll see you in the morning."

I honestly love this one cause the world is one I’ve had in my head for years... but have yet to actually do anything with... - Bacon

Posted: 03/08/2020

[alia-turin]

Since I finished Comrades I have been a bit disappointed of the lack of details regarding what is happening with pretty much everyone so I decided to provide myself (and you guys) with an explanation from the POV of an OC. It would be multichapter fic, and the whole point is to go through what is happening in Lestallum (beside hunts) how are the characters (Cor, Gladio, Ignis, Prompto etc.) dealing with Noct being gone. 

Title: Broken Bonds [Chapter I] Characters: OC, Libertus Ostium, Nyx Ulric (mentioned), Luche Lazarus (mentioned), Titus Drautos | Glauca (mentioned) Warning: SFW for work, next chapters might not be but there will be warning. Notes: Story starts just as Libertus meets the Avatar in Comrades. there are no major spoilers in this chapter as long as you know how the first 5 minutes of Comrades develop, you are spoiler safe. This chapter is A BIT too long, the rest would be most likely shorter.

Tagging: @birdsandivory   @yourcoolfriendwithallthecandy @jojopitcher @fromunseeliecourt (tagging you because you commented on my OC post few days ago, if you don’t want to te tagged please let me know) @xanxusthot @lazarustrashpit @littlestfangirl 

If anyone wants to be tagged (or untagged) in the future please let me know.

Ada found a small hut that seemed good enough for a shelter during the night. She was starving and had finished her last drop of water few hours ago. With any luck there would be someone in the hut or there might be supplies. Even a rotten vegetable seemed like a feast at that point.

The door was unlocked which was good news, she wasn’t sure if breaking the door was within her physical abilities at the moment. The hut was empty and looted. The furniture was broken or stolen, there was broken glass from what she assumed were cupboards and pieces of torn clothing. She started systematically going around the place looking for food or water but she had no luck. Shelter was the only things he could get from that place and it was still better than nothing.

She gathered few of the clothes and put them in one of the corners. That was going to serve as her bed for tonight. She sat on top of the pile, her back facing the corner, her eyes having view to every possible entrance of the place. Next to her foot there was a small wooden stick, and Ada reached for it. With some imagination it looked like a candle. She held it in her fingers and lit the stick with magic.

“Happy birthday to me.” She whispered sadly.  

Years ago, when she still lived in Galahd with her family she had them and her friends to celebrate. Then they were forced to move out since the Empire was treating them worse and worse with every passing year. Still even as e refugee she had her family and then when she joined the Kingsglaive, there was that. But now her family and the Glaive were gone, and she was homeless and alone.

She sank into dark sleep, having the same nightmares she has been having since Insomnia fell. She was alone running out of the city, bleeding heavily and her head hurting as if someone put a nail in it. Then she dreamt of her argument with Luche. They argued until he lost his temper and slammed her hard against the wall. At that point she realized arguing is not how thing would go down. They fought and he won, leaving her almost dead. In the months that followed she still couldn’t decide what hurt more, the wounds or the fact she was betrayed and helpless. The wounds have healed since then, but she was still having nightmares and flashbacks.

Ada woke up from the sound of demons roaring outside.

“Everybody I know is either death or a traitor.”

It has been one year since all that happened and her mind was still not free of the guilt. She spent the rest of the night staring in the darkness unable to calm her mind.

 Morning came and it was time for her to move on. If she didn’t find water today she was going die very soon.

The darkness had not left completely. It has been months since she had seen fully lit day. Right now, the sky looked mostly like a sunset and she knew it will continue looking like that for the rest of the day. Ada looked around for some familial landmarks. She had lost her map and her phone was broken so navigation was difficult especially when there was no sun. She decided on a direction but before she could make even a step further something roared from behind her. She didn’t need to wonder what that might be, it was vary recognizable sound. She pulled a knife in one hand and prepared a fire spell in the other.

In front of her was standing a giant flan. Ada took a deep breath realizing she had the strength to fight for no more than five minutes.

 Pain was the first thing that came to her mind as she slowly regained consciousness. It wasn’t pain at particular location, it was all over the body, every muscle, every joint every bone hurt. Distantly, somewhere far away somebody was talking to her. She couldn’t hear actual words but there was a voice and if there was a voice there had to be someone speaking.

“Ada!”

Yes, that was her name…who was calling her? She knew she had to open her eyes, but that seemed too difficult right now.

“Ada!”

She slowly opened her eyes. First everything was blurry, ten there was almost no light. For a second she thought something was wrong with her sight, the light was really weird, but as soon as the person in front of her came to focus she realized it wasn’t her sight it was the sky that was wrong. That was right, the sky has been like that for some time now. Her brain slowly started switching into gear.  

“Libertus…” she mumbled recognizing the man kneeling in front of her. That had to be some sort of a dream or probably she hit her head very bad.

“There you go, few more minutes and I was going to slap you.” He helped her up and passed her a bottle of water. “You seem like you need that.”

She took the water looking at him with suspicion. From all the places in the world to meet another Glaive it happened now. It felt strange. The last Glaive she talked to almost killed her.

‘I was too weak to stop him’ the invited thought just appeared in her mind.

“Thanks, Libertus. You are sight for sore eyes.” She decided to act normal, but at the back of her head she couldn’t stop her defense mechanisms kicking. What if he was after her? What if he had betrayed the King as well?

“I don’t hear that very often.” He passed her two knives. Does where her knives, maybe she lost them during the fight? If he was passing her the knives, maybe he wasn’t after her head. “Hey, we are trying to restore Lestallum and to be honest we desperately need help. Do you think you want to join us?”

Ada bit the inside of her cheek. She has been on her own for almost one year and it was difficult, recently it became even more difficult, but…could she trust Libertus? The Glaives did betray the king and she has not heard from any of them for a year. Not that she ever looked to hear from any of them but there was a reason for it. Luche was one of her best friends since her first day with the Glaives and her head hurt for a month after the encounter with him. Ada wondered if she could take Libertus and the answer was no. Few months ago, probably,  but now she was starving and weak.

“Come on. We have roof over our heads and we don’t get attacked by demons all the time.” Libertus offered her an encouraging smile, but it was the roof over her head that won her over.

She nodded and so she found herself in a truck with Libertus and bunch of meteor shards.

“What are these for?” Ada asked pointing to the meteors. They were strangely pretty even if they were just piled in an old crate.

“Lestallum power station. It’s the only way we can keep the city up and running and of course avoid demons.” Libertus explained, but he wasn’t looking at her. His gaze was somewhere behind probably looking if demons would follow them.

“What did you do after Insomnia?” she decided to address the elephant in the room eventually. After all, once they reached Lestallum she might end up dead.

“Went back to Galahd. I was hoping Nyx would join me but…he never came.” It was strange selection of words. She knew the two of them were close, even if Ada was coming from Galahd as well she never was part of their gang. Compared to them she was relatively new in the Kingsglaive and so she had to find her own crowd. “Eventually decided there were more important things than just sit and wait and heard that the Marshal is trying to bring some civilization to the world.”

“What…happened? In Insomnia.” She slowly moved her hand towards her knife and started preparing a spell. If she didn’t like the answer, she wasn’t going to continue on that journey.

“You don’t remember?” He sounded surprised.

“I wasn’t conscious. Luche left me for death after I refused to participate in his plot. I know the Glaive helped the Niffs, but…when I woke up it was already night and Insomnia was gone.” Her chest was hurting just to talk about that. It has been almost a year and she was still not over it. She was helpless and useless to do the one thing she was supposed to do – defend the king and the people. She had ended up beaten and dying and the best she could do was to run. Maybe she should have died. Maybe Luche leaving her alive was bigger punishment than killing her.

“Whoa!” he almost shouted, staring at her as if she was suddenly growing a second head. “There is a lot you have missed. Well to bring you up to speed, some of the Glaives did betray the king. Luche included. The king was killed by General Glauca, I helped the Oracle escape Insomnia….” He suddenly felt silent.

“What happened with the Captain?” All these months she had blamed herself for not going to him to tell him about Luche, instead she thought she can convince Luche to stop or to stop him whichever worked. Stupid naïve girl….

“Luche really knocked you out very hard if you have missed that as well.” Libertus seemed even more surprised now at her ignorance. “The Captain was in fact General Glauca. Or General Glauca was the Captain, I’m not really sure who came first. The Captain killed the King and he tried to kill the Oracle. Nyx stopped him or I assume he did since nobody has heard from Glauca ever since and somebody else was made a leader of the Niff armies.”

Ada’s head was spinning. Titus Drautos…Glauca? How did that happen? The man was leading the Glaive, the man was fighting with them against the Imperials. He was next to them, he was supporting them, training them, teaching them. So, it wasn’t Luche that was behind the betrayal, something she thought all along. It was way deeper and Luche was just following orders. She wondered what would have happened if Drautos had come to her. If he had told her they were about to kill the king. Would she have said yes as well? She had the utmost admiration for the man, she respected him and now even that was gone.

‘My home is gone; my friends are gone and my teacher is gone.’ The words alone and loneliness suddenly reached whole new scale.

“How about Nyx? You said he never came to Galahd?”

Libertus just shook his head and Ada nodded. What she saw in the eyes of her fellow Glaive was very familiar denial. Same denial she saw in her own eyes every time she looked at her reflection. Nyx Ulric was dead, but Libertus had yet to admit it to himself. The exact same way she had to admit to herself her own failure and weakness.

“Luche was killed as well.” Libertus finally said. “He deserved what he got. Burned to death that idiot.” There was a faint smile on his lips. It wasn’t mockery, but more like relief that an enemy has fallen. Ada couldn’t sympathize with that. Not now at least. “I’m sorry, I know you two were close.” Libertus added quickly.

Ada just shook her head. Luche’s death was his own doing. They were friends, he was the first one to greet her in the Glaive and they happened to come from the same island of Galahd which made it easier to bond. Yet, despite everything he did, she missed him even if she hated him. Sometimes at night she wondered if she was stupid or masochistic.

“Here it is!” Libertus got up and pointed ahead of them.

Lestallum was…beautiful despite the ugly fences and barricades. Best of all there was light. Artificial light, but it was the brightest thing she had seen in months.

“Come on, we need to drop that” he pointed to the meteor shards. “And I need to introduce you to the Marshal.”

[ralseirose]

The Model and His Hero Day 17- Paris Landmark

Ladrien June- Day 17 (slightly late)- Paris Landmark

Works in Arc

Wait, I can explain

Merry-go-round

Fear

Siren

“Meet me at the Eiffel Tower.”

 Ladybug pulled out her yoyo to reveal that message left behind for her. The akuma hadn't been seen in the area, but Ladybug had a good feeling that Adrien wanted to talk.

 She felt terrible. She just wanted time to think, but there had been a hundred better ways to go about finding out Adrien’s secret.

 Ladybug swung past the traffic and pedestrians blocking the way below. The akuma had disappeared after her initial appearance, but people were scattering about anyway as if they’d be targeted next. The Eiffel tower loomed in the distance. The Parisian landmark serving as an easily recognizable symbol for Paris, but for Ladybug, it was her next and greatest trial.

 Adrien was waiting. This was her mistake. This was her problem. She’d be the one to make it right. Her friendship with Adrien wasn’t just that of a silly crush but something to be cherished,

Ladybug was determined to keep that friendship.

 Ladybug swung past the tourists and visitors to the top of the Eiffel Tower. Adrien wouldn’t meet her in crowds where they’d be listened too, so he was most likely on a higher level. She swung to the near top of the tower.

 Adrien was untransformed and waiting.

 He was sitting overlooking the city with no fear of falling despite the lack of supports. Ladybug knew being a superhero took away your fear of heights. Ladybug landed next to him. “Hello my lady.” He said without batting an eye at her entrance.

 “Adrien.” Ladybug found herself silent as she stood next to Adrien to watch the city with him.

 The familiarity of their positions was enough to make her think it was just  another midnight meeting with Adrien watching anime, but the noises of the city told her otherwise.

 Ladybug swallowed. What she did was wrong. She had to make up for it. This was her chance not to reveal who she was to her crush, but to make things right with a friend.

 “I’m sorry.”

 “I’m sorry.”

 Their voices overlapped as both tried speaking their minds.

“I’m sorry for leaving you there after you transformed-”

 Ladybug started, but Adrien interrupted with, “‘I shouldn’t have revealed myself!”

 “And I showed that I didn’t trust you, but I do!” Ladybug

 “I betrayed your trust and-”

 “I should trust you more-”

 “Both of you lovebirds are incompetent!”

  Ladybug was forced to take a step back as a small black cat like creature came wriggling out of Adrien's shirt. The problem was that there wasn’t enough room to take a step from. Her foot slipped.

 Adrien’s hand shot out with cat like reflexes to catch Ladybug’s own hand. He pulled forward and Ladybug found herself tossed to the ground next to him.The two caught each other's gaze and looked at their positions. Ladybug was lying across Adrien with any movement being posed to knock her off the Eiffel Tower again.

  Adrien started stammering at their closeness about being sorry, but Ladybug was hardly better. herself. She was finally able to pick herself up, but she wasn’t able to avoid Adrien’s kwami laughing at the two in the background.

 Ladybug and Adrien exchanged a look and burst out into laughter.

 “Did you come here to apologize?” Adrien huffed. “Because it’s my fault. I revealed myself.”

 Ladybug chuckled. “I left you behind. I’m sorry. I couldn’t handle you choosing then of all times to reveal, but I left you behind. I’m sorry.”

 “Don’t be.” Adrien said. “I put us into danger by revealing myself. Part of it was my father saying it was a good idea, but a part of me just wanted to show this amazing woman that I love who I really am inside.” He looked up to her. “You're this amazing woman who always has a plan and I’m just a dumb catsanova.”

 Ladybug was shaking her head. “I left you behind. I was hurt because you wanted to reveal yourself, but I also was confused on why my partner became the friend who I’d been visiting every night. You choose to reveal your secret, and I tossed it aside because I couldn’t handle a little crush.” Her voice grew in strength. “I should have showed you more support. We’re partners, so we should trust one another. That’s why I trust you in fighting. It’s why I trust you now!””

  Ladybug dropped her transformation.

The light faded away from the skyline, but Adrien still felt like the heavens were beaming. Their blindness was at an end as he saw Marinette standing where his Lady was.

 “I shouldn't have left you, but I trust you Adrien!” Marinette was speaking forcefully. “I’m here and I may just be the one girl who sits behind you in class, but you're my friend!”

 Adrien felt a smile grow on his lips. “My lady. I can't imagine you being just some girl who sat next to me.” The trust for Ladybug to go through with this spoke volumes. Adrien was determined to not let it go to waste. “You’re stupendous, with the mask or without!”

“Marinette, as much as I would like to let you finish, you remember the akuma?” What must have been Ladybug’s kwami flew next to him. “I’m Marinette’s kwami, Tiki, and I’m pleased to meet you in person!”

 “TIKI!” A black blur shot first and hit the floating red kwami. “I’ve missed you! He doesn’t like cheese! You went and got a baker’s girl, but I got somebody who hates cheese!”

 Adrien felt his heart warm at the sight of the two, but Marinette distracted him. “I forgot. I think we’ve found the akuma!”

 Adrien turned to Marinette who had a video pulled up on the ladyblog.”I think Alya posted it just a few seconds ago! She says the akuma was the one who made it!”

 Adrien blinked as a thought stuck him. “Does that mean that the head of the ladyblog is secretly best friends with-

 “Does she seem familiar to you?” Marinette ignored Adrien’s next words to show him a new video. The akuma was poised in a dark room. She had on a business suit and in her hair was a horribly familiar red stripe.

 “Nathalie?”

 Any playfulness was pushed out as Adrien saw the akuma. He pressed play.

     Nathalie stood in a darkened room, but Adrien was able to tell that it was the desk in his father's study. The portrait of Adrien’s mother loomed in the background, but what caught his sight was a man with a bag over his head. He was bound up in papers and gagged. Nathalie turned to the camera.

 “Greetings, to the heroes of Paris. I’m the Assistant, and I’m here to show why even the successful can’t escape the punishment that their cruelty brings. I have my former employer present and on our itinerary is termination if you don’t give me your miraculous.! I’m waiting.”

 “No!” Adrien cried out as Nathalie took the hood off the bound and gagged figure to reveal his father.

Crossposted on Fanfiction.net and AO3 

Previous

First

[samuelpboswell]

Tip of the Iceberg: A Story of Trust in Marketing as Told by Statistics

“Step up on the railing. Hold on, hold on. Keep your eyes closed.” Jack is holding Rose around her waist, cautiously lifting her up to the Titanic’s bow. “Do you trust me?” He was a stranger up until days earlier, but still, her response is almost instantaneous. “I trust you.” Moments later, Rose opens her eyes and she’s flying, arms outstretched as the mighty liner propels her forward. She and Jack hold hands; they kiss. Celine Dion’s music wafts in the background. Teenage boys in the theater start gagging, while romantic types swoon. There’s a good chance you lived through this very experience. James Cameron’s 1997 cinematic landmark Titanic was an unprecedented hit, holding the title as highest-grossing film of all time for 14 years. The scene described above is perhaps its most famous — the linchpin in a love story sparked by deep, genuine trust that materialized almost out nowhere. When I say, “Everyone and their mom saw this movie,” I mean it a bit too literally because I actually saw it with my mom, as a 12-year-old, and it was… awkward. With that embarrassing story out of the way (I swear there’s a reason I mentioned it, and we’ll get back to it later), let’s move on to one you might actually care about: The state of trust in marketing. Strap on your lifejacket and prepare for a journey through these choppy waters...

By the Numbers: The State of Trust in Marketing

At the outset of 2016, trust toward all four institutions measured by Edelman Trust Barometer reached their highest levels since the Great Recession, with businesses seeing the largest spike.

(Source)

Things looked good. Confidence was high. We were all cruising merrily along. Then, we hit the iceberg that was 2016. You might remember that year not-so-fondly, for any number of reasons. The following year, Edelman declared that “trust is in crisis around the world,” citing an unprecedented drop across all four institutions. The 2018 research revealed “a world of seemingly stagnant distrust,” with no rebound to be seen. Things weren’t merely stagnating everywhere, though... In 2018, only 48% of people in the United States said they trust businesses, down from 58% in 2017. (Edelman)

(Source)

This was a point where people were frantically piling into lifeboats. I think I just saw Billy Zane kick a little kid off one. What a jerk. Anyway, this is a problem. [Side note: If you’re noticing a lot of Edelman citations thus far, it’s because their Trust Barometer is such a valuable resource for the topic, and offers a consistent baseline to show the progression of trust. But there are plenty of other sources to come.] 63% of people agree with this statement: “A good reputation may get me to try a product—but unless I come to trust the company behind the product I will soon stop buying it, regardless of its reputation.” (Edelman) Oh, and: 68% of adults in the U.S. say that trust in a brand has "a great deal" or "a lot" of influence on their decision when making a big purchase. (SurveyMonkey) I’m not exactly sure what the difference is between “a great deal” and “a lot,” but alas... We've reached an era where people at large are digitally adept and savvy. They know they have a world of options at their literal fingertips, and can thusly hold brands to the highest of standards. Trust strikes a deep emotional chord. “The digital era has fundamentally shifted assumptions for how individuals will do business and engage with companies," Kevin Cochrane, Chief Marketing Officer at SAP, wrote at Harvard Business Review last year. "Once trust has been lost, it’s nearly impossible for brands to rebuild sustainable, honest relationships with their customers." In other words: once the ship has sunk, it ain't coming back up. [bctt tweet="Once #trust has been lost, it’s nearly impossible for brands to rebuild sustainable, honest relationships with their customers. - @kevinc2003 #ContentMarketing" username="toprank"] Some of the damage has already been done. A few months ago, Accenture released its Bottom Line on Trust report, which uses an "Accenture Strategy Competitive Agility Index” to “quantify the impact of trust on a company’s bottom line." Scoring more than 7,000 companies, this system found that... 54% have experienced a material drop in trust at some point during the past two and a half years, "conservatively" losing out on $104 billion in revenue. (Bottom Line on Trust) "In today’s world, it is no longer a question of if a company will experience a trust incident, but when," the report asserted. This is getting grim, I know. But we're not underwater yet. There is time yet to turn this troubling tide, and as the primary conduits between customers and brands, marketers can and must be at the forefront. Marketing executives at B2B and B2C service firms rank “trusting relationships” ahead of “low price” and “superior innovation” among their customers' priorities. (The CMO Survey)

(Source)

As we build relationships, we build trust. Edelman's 2018 report found that company content is twice as trusted after a customer-brand relationship has been formed. Marketing has a lot of functions (even a great deal of functions?) but this one will be most vital in the months ahead. All of our efforts are doomed without this crucial piece of the puzzle. So, how do we stay on course and prevent relationships from sinking? Well... 65% of business buyers say they’re likely to switch brands if vendors don’t make an effort to personalize communications to their company. 52% of consumers say the same. (State of the Connected Customer) This seems to be the the sweet spot. Personalization is the surest way to build a rapport in the digital space. When we fail to connect, it sets off immediate alarms. Personalization comes in many forms. It can be as sophisticated as using adaptive AI, or as simple as narrowing the scope and voice of your content to resonate with very specific audiences. Whatever the approach, customers clearly want it. And the potential revenue benefits are undeniable. [bctt tweet="#Personalization is the surest way to build a rapport in the digital space. When we fail to connect, it sets off immediate alarms. @NickNelsonMN #ContentMarketing" username="toprank"] Personalization can deliver 5-8 times the ROI on marketing spend, and can lift sales by 10% or more. (McKinsey & Company) Now that sounds like smooth sailing. Research makes clear that marketers are wise to chart a course for more personalized waters. Granted, that’ll mean different things to different organizations and strategies, but it simply must be a central focus if we are to stay afloat. Personalized marketing is the byproduct of turning customer data into useful insights. It’s the industry’s prime directive as we speak. I’m excited to see what we can accomplish on this front in 2019 and beyond. I will leave you with one final word (statistic) of caution, however. 79% of consumers will leave a brand if their personal data is used without their knowledge. (SAP Hybris Consumer Insights Report) Let’s steer clear of that. Transparency is now more essential than ever in marketing. Using data is not wrong — in fact, it’s requisite for personalization — but the last thing you want to come off as is sneaky or underhanded about it (just ask Facebook). Something as simple as a friendly, casual pop-up message on your website informing visitors that you use cookies (and why) can go a long way. By following the principles of responsible personalization, we as marketers can right the ship and play our part in building sturdy relationships that ensure customers...

via GIPHY

Moral of the Story: Steer Toward Trustful Shores

A bit of good news: in the 2019 Edelman Trust Barometer results, released a couple of weeks ago, trust toward business increased in 21 of 26 markets, including the U.S. where 54% of respondents voiced confidence — one of the biggest jumps. Now, we need to stay that course. At a high level, personalization should be the true-north on every marketer's strategic compass. But on a day-to-day tactical basis, I believe there are three focal areas for continually building trust. As it happens, I've attempted to incorporate each into this blog post you're reading. Storytelling. My goal here was to take a set of statistics and craft them into a coherent narrative. For added effect, I juxtaposed it against another extremely recognizable story. Your mileage may vary on the wisdom and effectiveness of this particular approach. Authenticity. For better or worse, this is who I am. I’m the kind of guy who intertwines 20-year-old movies with blog posts about marketing. (More seriously, I have a genuine passion for the subject of trust in marketing, which is why I write about it so frequently here.) Transparency. Even — no, especially — when it’s information you’re not entirely jazzed to be sharing. I didn’t love telling you all about sitting uncomfortably next to my mom during the infamous “Draw me like one of your French girls” scene at age 12, but I did so with the hopes it’d signal an openness and candor in the writing to come. Recently I highlighted a company called Lemonade that runs a “Transparency Chronicles” series, in which they speak very frankly about their experiences as a growing business — including their failures and shortcomings. Customers are tired of hearing how great and perfect brands are. They want realness. Content marketing strategies founded on personalization, with storytelling, authenticity, and transparency as cornerstones, will be primed to stand the test of time in an age of digital disorientation. Maybe, one day, we can finally restore the fundamental trust that’s been shattered ever since some genius marketing mind came up with the “Unsinkable Ship” slogan. Did you like this post? Want to read more from me on trust and transparency in marketing? Check out these past articles:

Two Key Marketing Opportunities Amid Stories of Fake Traffic and Fraudulent Metrics

In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide

Be Like Honest Abe: How Content Marketers Can Build Trust Through Storytelling

How Brands Can Avoid the Dreaded Fauxthenticity Pitfall

The post Tip of the Iceberg: A Story of Trust in Marketing as Told by Statistics appeared first on Online Marketing Blog - TopRank®.

from The SEO Advantages https://www.toprankblog.com/2019/02/trust-marketing-statistics/

[befoundonlinemarketing]

Tip of the Iceberg: A Story of Trust in Marketing as Told by Statistics

“Step up on the railing. Hold on, hold on. Keep your eyes closed.” Jack is holding Rose around her waist, cautiously lifting her up to the Titanic’s bow. “Do you trust me?” He was a stranger up until days earlier, but still, her response is almost instantaneous. “I trust you.” Moments later, Rose opens her eyes and she’s flying, arms outstretched as the mighty liner propels her forward. She and Jack hold hands; they kiss. Celine Dion’s music wafts in the background. Teenage boys in the theater start gagging, while romantic types swoon. There’s a good chance you lived through this very experience. James Cameron’s 1997 cinematic landmark Titanic was an unprecedented hit, holding the title as highest-grossing film of all time for 14 years. The scene described above is perhaps its most famous — the linchpin in a love story sparked by deep, genuine trust that materialized almost out nowhere. When I say, “Everyone and their mom saw this movie,” I mean it a bit too literally because I actually saw it with my mom, as a 12-year-old, and it was… awkward. With that embarrassing story out of the way (I swear there’s a reason I mentioned it, and we’ll get back to it later), let’s move on to one you might actually care about: The state of trust in marketing. Strap on your lifejacket and prepare for a journey through these choppy waters...

By the Numbers: The State of Trust in Marketing

At the outset of 2016, trust toward all four institutions measured by Edelman Trust Barometer reached their highest levels since the Great Recession, with businesses seeing the largest spike.

(Source)

Things looked good. Confidence was high. We were all cruising merrily along. Then, we hit the iceberg that was 2016. You might remember that year not-so-fondly, for any number of reasons. The following year, Edelman declared that “trust is in crisis around the world,” citing an unprecedented drop across all four institutions. The 2018 research revealed “a world of seemingly stagnant distrust,” with no rebound to be seen. Things weren’t merely stagnating everywhere, though... In 2018, only 48% of people in the United States said they trust businesses, down from 58% in 2017. (Edelman)

(Source)

This was a point where people were frantically piling into lifeboats. I think I just saw Billy Zane kick a little kid off one. What a jerk. Anyway, this is a problem. [Side note: If you’re noticing a lot of Edelman citations thus far, it’s because their Trust Barometer is such a valuable resource for the topic, and offers a consistent baseline to show the progression of trust. But there are plenty of other sources to come.] 63% of people agree with this statement: “A good reputation may get me to try a product—but unless I come to trust the company behind the product I will soon stop buying it, regardless of its reputation.” (Edelman) Oh, and: 68% of adults in the U.S. say that trust in a brand has "a great deal" or "a lot" of influence on their decision when making a big purchase. (SurveyMonkey) I’m not exactly sure what the difference is between “a great deal” and “a lot,” but alas... We've reached an era where people at large are digitally adept and savvy. They know they have a world of options at their literal fingertips, and can thusly hold brands to the highest of standards. Trust strikes a deep emotional chord. “The digital era has fundamentally shifted assumptions for how individuals will do business and engage with companies," Kevin Cochrane, Chief Marketing Officer at SAP, wrote at Harvard Business Review last year. "Once trust has been lost, it’s nearly impossible for brands to rebuild sustainable, honest relationships with their customers." In other words: once the ship has sunk, it ain't coming back up. [bctt tweet="Once #trust has been lost, it’s nearly impossible for brands to rebuild sustainable, honest relationships with their customers. - @kevinc2003 #ContentMarketing" username="toprank"] Some of the damage has already been done. A few months ago, Accenture released its Bottom Line on Trust report, which uses an "Accenture Strategy Competitive Agility Index” to “quantify the impact of trust on a company’s bottom line." Scoring more than 7,000 companies, this system found that... 54% have experienced a material drop in trust at some point during the past two and a half years, "conservatively" losing out on $104 billion in revenue. (Bottom Line on Trust) "In today’s world, it is no longer a question of if a company will experience a trust incident, but when," the report asserted. This is getting grim, I know. But we're not underwater yet. There is time yet to turn this troubling tide, and as the primary conduits between customers and brands, marketers can and must be at the forefront. Marketing executives at B2B and B2C service firms rank “trusting relationships” ahead of “low price” and “superior innovation” among their customers' priorities. (The CMO Survey)

(Source)

As we build relationships, we build trust. Edelman's 2018 report found that company content is twice as trusted after a customer-brand relationship has been formed. Marketing has a lot of functions (even a great deal of functions?) but this one will be most vital in the months ahead. All of our efforts are doomed without this crucial piece of the puzzle. So, how do we stay on course and prevent relationships from sinking? Well... 65% of business buyers say they’re likely to switch brands if vendors don’t make an effort to personalize communications to their company. 52% of consumers say the same. (State of the Connected Customer) This seems to be the the sweet spot. Personalization is the surest way to build a rapport in the digital space. When we fail to connect, it sets off immediate alarms. Personalization comes in many forms. It can be as sophisticated as using adaptive AI, or as simple as narrowing the scope and voice of your content to resonate with very specific audiences. Whatever the approach, customers clearly want it. And the potential revenue benefits are undeniable. [bctt tweet="#Personalization is the surest way to build a rapport in the digital space. When we fail to connect, it sets off immediate alarms. @NickNelsonMN #ContentMarketing" username="toprank"] Personalization can deliver 5-8 times the ROI on marketing spend, and can lift sales by 10% or more. (McKinsey & Company) Now that sounds like smooth sailing. Research makes clear that marketers are wise to chart a course for more personalized waters. Granted, that’ll mean different things to different organizations and strategies, but it simply must be a central focus if we are to stay afloat. Personalized marketing is the byproduct of turning customer data into useful insights. It’s the industry’s prime directive as we speak. I’m excited to see what we can accomplish on this front in 2019 and beyond. I will leave you with one final word (statistic) of caution, however. 79% of consumers will leave a brand if their personal data is used without their knowledge. (SAP Hybris Consumer Insights Report) Let’s steer clear of that. Transparency is now more essential than ever in marketing. Using data is not wrong — in fact, it’s requisite for personalization — but the last thing you want to come off as is sneaky or underhanded about it (just ask Facebook). Something as simple as a friendly, casual pop-up message on your website informing visitors that you use cookies (and why) can go a long way. By following the principles of responsible personalization, we as marketers can right the ship and play our part in building sturdy relationships that ensure customers...

via GIPHY

Moral of the Story: Steer Toward Trustful Shores

A bit of good news: in the 2019 Edelman Trust Barometer results, released a couple of weeks ago, trust toward business increased in 21 of 26 markets, including the U.S. where 54% of respondents voiced confidence — one of the biggest jumps. Now, we need to stay that course. At a high level, personalization should be the true-north on every marketer's strategic compass. But on a day-to-day tactical basis, I believe there are three focal areas for continually building trust. As it happens, I've attempted to incorporate each into this blog post you're reading. Storytelling. My goal here was to take a set of statistics and craft them into a coherent narrative. For added effect, I juxtaposed it against another extremely recognizable story. Your mileage may vary on the wisdom and effectiveness of this particular approach. Authenticity. For better or worse, this is who I am. I’m the kind of guy who intertwines 20-year-old movies with blog posts about marketing. (More seriously, I have a genuine passion for the subject of trust in marketing, which is why I write about it so frequently here.) Transparency. Even — no, especially — when it’s information you’re not entirely jazzed to be sharing. I didn’t love telling you all about sitting uncomfortably next to my mom during the infamous “Draw me like one of your French girls” scene at age 12, but I did so with the hopes it’d signal an openness and candor in the writing to come. Recently I highlighted a company called Lemonade that runs a “Transparency Chronicles” series, in which they speak very frankly about their experiences as a growing business — including their failures and shortcomings. Customers are tired of hearing how great and perfect brands are. They want realness. Content marketing strategies founded on personalization, with storytelling, authenticity, and transparency as cornerstones, will be primed to stand the test of time in an age of digital disorientation. Maybe, one day, we can finally restore the fundamental trust that’s been shattered ever since some genius marketing mind came up with the “Unsinkable Ship” slogan. Did you like this post? Want to read more from me on trust and transparency in marketing? Check out these past articles:

Two Key Marketing Opportunities Amid Stories of Fake Traffic and Fraudulent Metrics

In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide

Be Like Honest Abe: How Content Marketers Can Build Trust Through Storytelling

How Brands Can Avoid the Dreaded Fauxthenticity Pitfall

The post Tip of the Iceberg: A Story of Trust in Marketing as Told by Statistics appeared first on Online Marketing Blog - TopRank®.

Tip of the Iceberg: A Story of Trust in Marketing as Told by Statistics posted first on http://www.toprankblog.com/

[christopheruearle]

Tip of the Iceberg: A Story of Trust in Marketing as Told by Statistics

“Step up on the railing. Hold on, hold on. Keep your eyes closed.” Jack is holding Rose around her waist, cautiously lifting her up to the Titanic’s bow. “Do you trust me?” He was a stranger up until days earlier, but still, her response is almost instantaneous. “I trust you.” Moments later, Rose opens her eyes and she’s flying, arms outstretched as the mighty liner propels her forward. She and Jack hold hands; they kiss. Celine Dion’s music wafts in the background. Teenage boys in the theater start gagging, while romantic types swoon. There’s a good chance you lived through this very experience. James Cameron’s 1997 cinematic landmark Titanic was an unprecedented hit, holding the title as highest-grossing film of all time for 14 years. The scene described above is perhaps its most famous — the linchpin in a love story sparked by deep, genuine trust that materialized almost out nowhere. When I say, “Everyone and their mom saw this movie,” I mean it a bit too literally because I actually saw it with my mom, as a 12-year-old, and it was… awkward. With that embarrassing story out of the way (I swear there’s a reason I mentioned it, and we’ll get back to it later), let’s move on to one you might actually care about: The state of trust in marketing. Strap on your lifejacket and prepare for a journey through these choppy waters...

By the Numbers: The State of Trust in Marketing

At the outset of 2016, trust toward all four institutions measured by Edelman Trust Barometer reached their highest levels since the Great Recession, with businesses seeing the largest spike.

(Source)

Things looked good. Confidence was high. We were all cruising merrily along. Then, we hit the iceberg that was 2016. You might remember that year not-so-fondly, for any number of reasons. The following year, Edelman declared that “trust is in crisis around the world,” citing an unprecedented drop across all four institutions. The 2018 research revealed “a world of seemingly stagnant distrust,” with no rebound to be seen. Things weren’t merely stagnating everywhere, though... In 2018, only 48% of people in the United States said they trust businesses, down from 58% in 2017. (Edelman)

(Source)

This was a point where people were frantically piling into lifeboats. I think I just saw Billy Zane kick a little kid off one. What a jerk. Anyway, this is a problem. [Side note: If you’re noticing a lot of Edelman citations thus far, it’s because their Trust Barometer is such a valuable resource for the topic, and offers a consistent baseline to show the progression of trust. But there are plenty of other sources to come.] 63% of people agree with this statement: “A good reputation may get me to try a product—but unless I come to trust the company behind the product I will soon stop buying it, regardless of its reputation.” (Edelman) Oh, and: 68% of adults in the U.S. say that trust in a brand has "a great deal" or "a lot" of influence on their decision when making a big purchase. (SurveyMonkey) I’m not exactly sure what the difference is between “a great deal” and “a lot,” but alas... We've reached an era where people at large are digitally adept and savvy. They know they have a world of options at their literal fingertips, and can thusly hold brands to the highest of standards. Trust strikes a deep emotional chord. “The digital era has fundamentally shifted assumptions for how individuals will do business and engage with companies," Kevin Cochrane, Chief Marketing Officer at SAP, wrote at Harvard Business Review last year. "Once trust has been lost, it’s nearly impossible for brands to rebuild sustainable, honest relationships with their customers." In other words: once the ship has sunk, it ain't coming back up. [bctt tweet="Once #trust has been lost, it’s nearly impossible for brands to rebuild sustainable, honest relationships with their customers. - @kevinc2003 #ContentMarketing" username="toprank"] Some of the damage has already been done. A few months ago, Accenture released its Bottom Line on Trust report, which uses an "Accenture Strategy Competitive Agility Index” to “quantify the impact of trust on a company’s bottom line." Scoring more than 7,000 companies, this system found that... 54% have experienced a material drop in trust at some point during the past two and a half years, "conservatively" losing out on $104 billion in revenue. (Bottom Line on Trust) "In today’s world, it is no longer a question of if a company will experience a trust incident, but when," the report asserted. This is getting grim, I know. But we're not underwater yet. There is time yet to turn this troubling tide, and as the primary conduits between customers and brands, marketers can and must be at the forefront. Marketing executives at B2B and B2C service firms rank “trusting relationships” ahead of “low price” and “superior innovation” among their customers' priorities. (The CMO Survey)

(Source)

As we build relationships, we build trust. Edelman's 2018 report found that company content is twice as trusted after a customer-brand relationship has been formed. Marketing has a lot of functions (even a great deal of functions?) but this one will be most vital in the months ahead. All of our efforts are doomed without this crucial piece of the puzzle. So, how do we stay on course and prevent relationships from sinking? Well... 65% of business buyers say they’re likely to switch brands if vendors don’t make an effort to personalize communications to their company. 52% of consumers say the same. (State of the Connected Customer) This seems to be the the sweet spot. Personalization is the surest way to build a rapport in the digital space. When we fail to connect, it sets off immediate alarms. Personalization comes in many forms. It can be as sophisticated as using adaptive AI, or as simple as narrowing the scope and voice of your content to resonate with very specific audiences. Whatever the approach, customers clearly want it. And the potential revenue benefits are undeniable. [bctt tweet="#Personalization is the surest way to build a rapport in the digital space. When we fail to connect, it sets off immediate alarms. @NickNelsonMN #ContentMarketing" username="toprank"] Personalization can deliver 5-8 times the ROI on marketing spend, and can lift sales by 10% or more. (McKinsey & Company) Now that sounds like smooth sailing. Research makes clear that marketers are wise to chart a course for more personalized waters. Granted, that’ll mean different things to different organizations and strategies, but it simply must be a central focus if we are to stay afloat. Personalized marketing is the byproduct of turning customer data into useful insights. It’s the industry’s prime directive as we speak. I’m excited to see what we can accomplish on this front in 2019 and beyond. I will leave you with one final word (statistic) of caution, however. 79% of consumers will leave a brand if their personal data is used without their knowledge. (SAP Hybris Consumer Insights Report) Let’s steer clear of that. Transparency is now more essential than ever in marketing. Using data is not wrong — in fact, it’s requisite for personalization — but the last thing you want to come off as is sneaky or underhanded about it (just ask Facebook). Something as simple as a friendly, casual pop-up message on your website informing visitors that you use cookies (and why) can go a long way. By following the principles of responsible personalization, we as marketers can right the ship and play our part in building sturdy relationships that ensure customers...

via GIPHY

Moral of the Story: Steer Toward Trustful Shores

A bit of good news: in the 2019 Edelman Trust Barometer results, released a couple of weeks ago, trust toward business increased in 21 of 26 markets, including the U.S. where 54% of respondents voiced confidence — one of the biggest jumps. Now, we need to stay that course. At a high level, personalization should be the true-north on every marketer's strategic compass. But on a day-to-day tactical basis, I believe there are three focal areas for continually building trust. As it happens, I've attempted to incorporate each into this blog post you're reading. Storytelling. My goal here was to take a set of statistics and craft them into a coherent narrative. For added effect, I juxtaposed it against another extremely recognizable story. Your mileage may vary on the wisdom and effectiveness of this particular approach. Authenticity. For better or worse, this is who I am. I’m the kind of guy who intertwines 20-year-old movies with blog posts about marketing. (More seriously, I have a genuine passion for the subject of trust in marketing, which is why I write about it so frequently here.) Transparency. Even — no, especially — when it’s information you’re not entirely jazzed to be sharing. I didn’t love telling you all about sitting uncomfortably next to my mom during the infamous “Draw me like one of your French girls” scene at age 12, but I did so with the hopes it’d signal an openness and candor in the writing to come. Recently I highlighted a company called Lemonade that runs a “Transparency Chronicles” series, in which they speak very frankly about their experiences as a growing business — including their failures and shortcomings. Customers are tired of hearing how great and perfect brands are. They want realness. Content marketing strategies founded on personalization, with storytelling, authenticity, and transparency as cornerstones, will be primed to stand the test of time in an age of digital disorientation. Maybe, one day, we can finally restore the fundamental trust that’s been shattered ever since some genius marketing mind came up with the “Unsinkable Ship” slogan. Did you like this post? Want to read more from me on trust and transparency in marketing? Check out these past articles:

Two Key Marketing Opportunities Amid Stories of Fake Traffic and Fraudulent Metrics

In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide

Be Like Honest Abe: How Content Marketers Can Build Trust Through Storytelling

How Brands Can Avoid the Dreaded Fauxthenticity Pitfall

The post Tip of the Iceberg: A Story of Trust in Marketing as Told by Statistics appeared first on Online Marketing Blog - TopRank®.

[theokbrowne]

Why Every Agent Should Be Rocking LinkedIn For Real Estate

If we told you that LinkedIn boasts a 2.74 percent visitor-to-lead conversion rate, would it make you consider using LinkedIn for real estate?

Yeah, it sounds pretty tiny, right? But, when compared to Facebook’s  .77 percent and Twitter’s .69 percent, LinkedIn’s is positively huge.

In fact, according to Hubspot’s number crunching, LinkedIn’s conversion rate is 277 times higher than Facebook’s.

One of the reasons for this may be the fact that LinkedIn is pretty much business-oriented. No photos of kitties or what someone had for lunch or updates on family matters.

Because there are fewer social posts, “a business’ marketing posts are more likely to be noticed on LinkedIn than somewhere else,” according to Hubspot’s Rebecca Corliss.

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LinkedIn for real estate – The demographics are ideal

LinkedIn’s online user numbers are paltry compared to the giants, like Facebook and Twitter. But, the 29 percent of American adults who do use the platform boast demographics that are ideal for real estate agents – far better than any other social media platform:

The majority (77 percent) are age 30 and older

Nearly half earn more than $75,000 per year

Half of LinkedIn’s users are college graduates

90 percent of users make household decisions

These demographics neatly align with NAR’s profile of the average home seller and buyer.

So, who can you connect with on the platform? “ …  home builders, construction companies, HR professionals who have to help new employees find housing, relocation services professionals — they’re all on LinkedIn,” according to John Nemo at bizjournals.com.

Not to mention that every single person on LinkedIn lives in a home and may be planning on buying or selling.

Still have your doubts about LinkedIn’s value for agents? How about some social proof to back up our claims?

“I have gotten more business from Linkedin than Facebook.”  Agent Brenda Andrew, Corpus Christie, TX

“LinkedIn has become my number 2 source in driving traffic to my website.” Rochester, NY mega-agent Kyle Hiscock

“ … LinkedIn which is where most of my leads come from.” Milford, CT relocation wiz Wendy Weir

“I have received more business from LinkedIn than FB and Twitter combined.”  Beverly Hills agent Endre Barath, Jr.

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Let’s get you going on LinkedIn, starting with your profile

As with any social media platform, a complete, compelling profile is a must. If you’re familiar with Facebook’s profile process, LinkedIn’s will be a snap.

Start with a banner image (LinkedIn provides an image size guide here). Suggestion: Use the same image you use on Facebook.

Why re-invent the wheel? Besides, if you did the FB banner right, it includes your branding, like this one from Christophe Choo, YouTube real estate star with Coldwell Banker Global Luxury Group in Beverly Hills:

  Using the same banner consistently across all of your social media platforms helps re-enforce that branding.

Or, use something easily recognizable, such as a photo of a local landmark:

  Of course, you can also add text to your banner photo — perhaps a particularly flattering testimonial or sales statistic.

When using LinkedIn for real estate, pay special attention to your professional headline (your job title).

According to eye tracking studies, the headline on your LinkedIn profile page gets the most attention from viewers.

“In fact, it got more attention than anything else on the page,” according to mashable.com’s Sarah Kessler.

Avoid the generic and go for the more descriptive. Sure, it’s fine to use “Realtor,” but consider adding other attributes of your business, separated by pipes (hold the “shift” key and hit the forward slash key, typically located above the “Enter” key):

Or, show some personality, like Austin’s Kasey Jorgenson, who slings “the finest homes”:

  Optimize your summary

Your profile summary is where visitors can get to know you a little better and the ideal place to show off your real estate expertise. While most LinkedIn for real estate summaries that we’ve viewed read more like resumes, don’t be afraid to warm yours up with both personal and professional information.

Then, boost your credibility by adding one or two of your best testimonials and listing your credentials.

Remember that any text over a certain number of words will be truncated, forcing readers to click on the “read more” button. The word count is especially short in the mobile version, so place the most important information at the beginning of your summary.

Create a custom URL

Just to the right of your banner, just above the box labeled “Promoted,” you’ll find a link that will take you to an area where you can customize your LinkedIn URL.

  Customizing the URL makes you easier to find and it helps boost your credibility. Plus, it’s one of the easier tasks to do at LinkedIn.

  Start adding content – and keep adding it

Like most social media platforms, LinkedIn loves your content, as long as it isn’t post after post about your new listings or open houses. Much like your real estate website, content matters.

Chip Leakas teaches LinkedIn seminars across the country and asked her network what they think about agents who post “ONLY listings in the activity stream. The typical response I get is:

‘On LinkedIn – Real Estate Listings look like classified ads to me and I roll right past them!’”

Kyle Hiscock agrees: “One of the biggest mistakes that agents use when posting on LinkedIn is they continually blast their newest listing,” he tells ressas.com’s  Rachelle Brempong.

“This is a great way to fail at LinkedIn for real estate. The audience on LinkedIn is primarily professionals who are looking for helpful content, not the next home they’re going to buy.”

More appropriate content includes posts that provide marketing tips or topics that might attract real estate consumers. Industry news and market reports, both local and national, are also popular topics.

“I started using the articles EAP gave us – then I started writing my own – linking to others is major” as well, according to Wendy Weir.

  Connect and group

“Send 10 connections to people every day,” advises Easy Agent Pro’s Tyler Zey. Once you’re linked to someone they’ll automatically see your posts and updates, you will have the ability to private message him or her and you can begin connecting with their connections.

So, take the time to start connecting with former and current clients, friends, former colleagues, members of organizations to which you belong, even your Facebook friends.

By the way, Zey claims he received a 30 percent increase in his response rate when he switched from cold emails to private messaging through LinkedIn. And, he even supplies a script that you can copy. You’ll find it here.

The experts suggest joining at least three groups on LinkedIn. Then, remain active in them. “By contributing weekly to discussions, (or simply starting discussions) your profile, phone number, and job description will literally be in front of thousands of people,” our Tyler Zey explains. “You can use groups to effectively get in front of decision makers and make cold connections warmer.”

Like anything new, LinkedIn for real estate may seem confusing at first. Concentrate on creating a brilliant profile, connecting with others and joining groups and you’ll be off and running.

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The post Why Every Agent Should Be Rocking LinkedIn For Real Estate appeared first on Easy Agent Pro.

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