Question
Using unexpected elements in a message can be effective if they are directly connected to the core message. For instance, a surprise that reinforces the main point can make the message more memorable. However, it's important to avoid gimmicks or methods of surprise that have no connection to the main point. These can confuse the audience and detract from the message's impact.
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Instead, the surprise should be directly connected to the simple (core and compact) message. The "Enclave" commercial works because the surprise of the traffic accident is in relation to the need to buckle up. The Super Bowl wolves likely just left a lot of people scratching their heads. Avoiding "gimmickry" and "out-there" methods of surprise that have no connection to the main point is best.
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