Hollywood’s pro tip in persuasion

What’s your favourite ever movie tagline?

Some of my personal favourites include:  

• In space no-one can hear you scream (Alien)

• An adventure 65 million years in the making (Jurassic Park)

• Be afraid. Be very afraid (The Fly)

As well as the tagline, most film posters include star ratings and quotes from supposed ‘critics’ (often these days just ‘Geoff’ from Facebook). But movie marketers know that the logical facts aren’t enough to get people digging out their wallets and stampeding into cinemas.

The emotion that taglines convey is hugely persuasive.

It could be curiosity or intrigue…

The true story of a real fake (Catch Me If You Can)

Pathos…

His story will touch you, even though he can’t (Edward Scissorhands)

Or surprise…

A romantic comedy. With zombies. (Shaun of the Dead)

They’re young…they’re in love…and they kill people. (Bonnie and Clyde)

And emotion isn’t just for Hollywood. Use it whenever you need to persuade or influence someone.

Especially at the beginning and end of your communications, where you need to grab attention or finish on a high (see the Peak-end Rule).

Make sure it’s there in your presentation title, email subject line or opening paragraph. As well as your closing slide, final paragraph or conclusion.

As for my all-time favourite movie tagline.... well it's from the (ahem) cultural masterpiece, Sharknado, of course!