As the applause from the BAFTA Ceremony dies down and we look forward to the Oscars, we reflect on what the silver screen can teach us about writing for the web.
1. Know Your Audience
Mamma Mia is a popular movie. The Saw franchise is also popular. But I’m willing to bet a Venn diagram of the two audiences would have quite a small area of overlap.
Want to play a game? (image source: neogabox)
When people decide to spend time with you they have expectations and needs. You can surprise them, but only up to a point.
2. Be Interesting
Hook us with your beginning, delight us with your middle, satisfy us with your ending. Leave us wanting more.
3. Stay Relevant
I watched Hitchcock’s The Birds recently. Man, that film has a slow burn start. Times change, people expect something new, a faster pace. Be sure you are the one giving it to them.
4. Audiences Love Imperfect Characters
From Lucille Ball in the 60s, via Frank Spencer in the 70s to Miranda Hart today, audiences love to see someone falling over and making terrible social faux pas. We can identify with their vulnerability. So never feel that you have to be perfect. Share the mistakes along with the triumphs.
5. Pull on Their Heartstrings
We all like to think we are logical, rational people, but what’s the most popular thing on the Internet? Cute cats.
Macaulay Culkin didn’t grow up to be so cute.. (image source: Flickr)
Our favourite movie moments are the ones that make us jump, or make us cry. Think up ways to appeal to your readers’ emotions.
6. Be Original
Depending on which expert you believe, there are only 7, 20 or 36 basic plots. Yet still we want to see the latest blockbuster. Put your own distinctive voice, values and brand into your writing and keep it fresh.
7. Don’t Value SFX Over Character and Plot
For all the dollars spent on blowing stuff up, when you remember a great movie it tends to be snippets of dialogue or the reactions of characters stay in the mind.
Avatar had a huge special effects budget (image source: deviantart)
Clever graphics can support your argument, but it’s the words that really do the convincing.
8. Show, Don’t Tell
Cardinal rule of screenwriters, novelists and playwrights. For non-fiction purposes it means lead by example – embody the principles you want your business to be known for. This is one time when you shouldn’t “fake it til you make it”. Write with honesty and integrity and your audience will respond.
9. Remember the Box Office
Before a new Bond movie comes out everyone’s talking about it – on the radio, TV and online. Massive efforts are put in to raising the profile of the movie before the box office opens. So make sure when you make a post you tell your tribe. Use social media to get the word of mouth buzz going and encourage sharing.
10. Live Up to the Trailer
When you raise expectations you have to follow up! Walk the walk and make sure to deliver on the promise made in your writing.
So what do you think? Have you learned anything at the movies that helps you in business? Let us know in the comments below.
