A surprise is one of the best things you can incorporate into a story, and that certainly goes for your marketing videos as well.

Is there something unique about your product, service, or company? If so, please resist the urge to just come right out and say it. Turning it into a surprise can have a much bigger impact.

A talented storyteller will lead viewers down a path, get them thinking they know where the story is going, then zing them with the surprise.

There’s a great example of this in a new Disney movie trailer, and it had me grinning from ear-to-ear. Watch it and enjoy… even knowing you’re about to get a surprise, you won’t see it coming.

–Tony Gnau

VIDEO: Green with Envy-movie trialer

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