Description

In a world saturated with content, what makes a good movie trailer stand out? The answer lies in a potent blend of psychology, novelty, and familiarity. Trailers like Steven Spielberg's "Jaws" and George Lucas's "Star Wars" have set the gold standard, employing a mix of well-known tropes and groundbreaking elements to captivate audiences. 

Marvel Studios has taken this to the next level, mastering the "novel yet familiar" approach and leveraging psychological principles like the Zeigarnik effect to leave audiences wanting more. 

And if trailers and teasers have proven to be a game-changer for dozens and dozens of movies, beyond the silver screen, the principles that make them compelling can be applied to our everyday storytelling, whether it's a business presentation, a social media post, or a pitch to a local journalist to "news hack" a Global Trend. 

By understanding the psychology and strategies behind successful movie trailers, we can craft narratives that not only capture attention but also sustain it, making our stories as unforgettable as the films they promote.

And coincidence or not, if you've ever followed my advice and read the Worth of Water book by Gary White and Matt Damon - who should know one thing or two about movie trailers - the opening chapter exactly follows the 6-step framework that Phill Agnew lays out.

Step 1 - Identify the Core Message

That's the narrative we discussed with Carl minutes ago; in the example of the Water.org founders' book, that's the win-win-win perspective of achieving Water for all. 

Step 2 - Blend Novelty and Familiarity

In theory, that's Star Wars combining the Hero's Journey with Space Opera. In the case of our book, that's a water charity, but combined with a bank and Nobel-prize-winning microcredit strategy.

Step 3 - Cast for Impact

Matt Damon, do I need to add anything here? Well actually yes, because it's not just the impact of a big name; it's also a blend of novelty and familiarity, as just explained. The well-known Matt Damon, but not cast as Jason Bourne but as an NGO founder with a high drive for impact.

Step 4 - Craft the Narrative Arc

Remember how Carl explained minutes ago how two pictures ended the Vietnam War? Or the heartbreaking story of the parents of the deceased football player in Nebraska? In Water.org's book, it's Matt Damon getting to know Wema along her long road to collect Water for her family.

Step 5 - Zeigarnik Effect

Don't close the action; let things open. That happens several times in Matt Damon and Gary White's story. But we had an even greater example with Carl's congressman story: when he says "I work in water security. And I leave it at that." the congressman can't resist the urge to get to know what happens next.

Step 6 - Choose the Release Timing Wisely

For the "Worth of Water" book, that was right in time to get people buzzing about it before the UN Water Conference, and guess who then got to feature in the opening segment of that Conference - probably also the only one worth watching? Along the same lines, that's word for word Carl's advice of picking the right story at the right time and constantly being on the lookout for planets aligning with that regard. 

So here you go, a bullet-proofed 6-step framework to get your local news reporter intrigued or to shed new light on your water innovation's impact. 

➡️ Check out the entire article on how to finally build the Water Narrative

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