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The secrets of suspense: 7 ways to keep your audience intrigued 

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The secrets of suspense: 7 ways to keep your audience intrigued 

You’re reaching the end of that gripping novel, and can’t put it down.  Or watching the latest drama on Netflix. Just one more episode before bed…

What motivates you to keep going? It’s simple: you’re intrigued. You have questions. You want to know what happens.

Humans are curious creatures. If we weren’t, we’d never have invented the wheel, the steam engine or velcro. As communicators, we can use that curiosity to our advantage.

In a world where we’re assailed with messages every minute of the day, suspense can give us the edge in making our own communications more memorable.

You don’t need to be a budding Agatha Christie or Alfred Hitchcock either. Just use these tactics to ramp up the suspense and create a more engaging message.

Build a sense of mystery

In business writing we’re encouraged to get to the point quickly. But for more complex messages, we need to hold our audience’s attention for longer. The question is: how?

Robert Cialdini, author of Influence: the Psychology of Persuasion, found that the most effective science writing draws heavily on the conventions of a mystery novel. It begins with an intriguing puzzle, then gradually reveals the answer much as a mystery slowly unveils the culprit.

The same technique can be effective for business scenarios. Whether you’re making the case for a major change programme or sharing the results of your latest customer research, a little mystery will keep your audience more engaged.

Incorporate teasers in your campaigns

The first trailer of any major blockbuster is usually a teaser, revealing a hint of the characters and plot without giving too much away. It builds intrigue, anticipation and advance publicity.

Teaser campaigns are often used for marketing but they can be effective for internal comms too –  especially for major campaigns or launches.

So consider how you can use teasers to build suspense – through posters, intranet banners or social media. Think clever imagery, countdown clocks or teasing text to stimulate interest and get people talking.

Make provocative statements

‘Passwords are like Pants’ declared a recent internal comms poster for Dorset Councils Partnership.

It’s a statement that creates an immediate sense of intrigue. Really? How?

A potentially staid message now has the viewer pondering the unlikely similarities between their IT security and their underwear. A healthy jolt of humour makes the message even more memorable.

Using bold comparisons and metaphors in this way can encourage your audience to ask questions. When they’re asking questions, they’re intrigued to discover the answers – and a lot more likely to remember them.

Use a question pitch

If you have a strong argument, a simple question can be a powerful persuader. In To Sell is Human, Dan Pink calls this the ‘question pitch’.

In 1980, Ronald Reagan posed Americans a simple question whilst running for president: “Before you vote, ask yourself if you are better off today than you were four years ago.”

Reagan could simply have declared: “your economic situation has worsened in the last four years”. But a question compels your audience to respond, at least in their mind: to think for themselves and come to their own conclusion.

And when they develop their own reasons for agreeing, research suggests they endorse that belief more strongly and become more likely to act on it.

Inject drama into stories

Stories are the perfect vehicle for creating suspense. But they need a key element: drama. It’s drama that creates interest, leaving you impatient to know the outcome.

Many popular movies are based on familiar story structures, such as the Hero’s Journey. In his book Five Stars, communications consultant Carmine Gallo recommends the three-act structure used by almost all Hollywood movies:

  • Act 1: Set-up – describing the status quo
  • Act 2: Confrontation – the event that throws the status quo upside down, creating obstacles and challenges to overcome
  • Act 3: Resolution – the problem is solved, and the world is a better place as a result

This simple structure can be used to add drama to any story, whether in a presentation or as the basis for a wider communications campaign.

Use visual storytelling

Soviet Union President Mikhail Gorbachev once said that it is better to see once than hear a hundred times.

That’s because we‘re hard-wired to process visual information. It comes down to the old adage of show, not tell – providing just enough information for our audience to fill in the gaps for themselves.

In the first scene of the movie Super 8, for example, a large safety sign at a steelworks reveals it’s been 784 days since the last accident. Slowly, a worker takes down the numbers and replaces them with a single zero.

One scene. No words. But now we know there’s been an accident, the first for a long time. And we’re starting to ask questions. What was it? And who was hurt?

Using visual storytelling not only creates interest, it encourages your audience to draw their own conclusions, and that makes the message more engaging.

Ramp up the suspense in presentations

In 2007, Apple CEO Steve Jobs opened a memorable keynote speech by announcing the launch of not one product, but three: a widescreen iPod with touch controls, a revolutionary mobile phone, and a breakthrough Internet communications device.

Only after repeating this several times did he unveil the surprise: this was one device, not three: the iPhone.

Jobs created similar suspense when launching the MacBook Air a year later. Rather than telling us how thin it was, Jobs showed us – memorably pulling it out of an A4 manila office envelope.

You may not be launching a new product, but you can use similar techniques to slowly reveal the novel, surprising or counterintuitive elements of your message.

With a little creativity and effort we can create suspense in all kinds of communications. And just like that captivating novel or Netflix drama, your audience will be hanging on till the end of your message – and far more likely to remember it.

By Dave Wraith for Alive!

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Jo Hobbs — Communications Manager

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Sarah Crowdy — Campaign and Media Officer Communications, South East Water

“We went to ‘Alive’ for ideas on how to run a specific employee program in Europe. Alan and his team were brilliant in coming up with fresh, creative and practical approaches. The team took charge and executed brilliantly. We are pleased with the progress made so far and hope to have the same level of partnership and commitment going forward.”

Sobha Varghese — Tata Consultancy Services

“Alive helped us create a video of our response to the floods of winter 2019. Our Chief Officer received messages from all round the country praising us for it and was really pleased with both the video and the response to it.”

Alexander Mills, Communications Manager — South Yorkshire Fire & Rescue

“We had the privilege to work with the Alive team. It was our first time to be involved in creating an animation for our patients within paediatrics. The team were approachable, friendly, creative and very accommodating. Your vision for what you want to create, is at all times acknowledged, appreciated and accommodated by the team. They worked effectively and with great passion towards our project and worked not only alongside health professionals but also our patients who really enjoyed the experience of working with the Alive team. It has given our team the confidence and inspiration to do further projects in the future. We highly recommend Alive and their exceptional team.”

DR ELENI ATHANASAKOS, Lead Paediatric Clinical Scientist — NHS Barts Health

“‘The short animation developed in co-production with clinicians and young people is outstanding! Informative, developmentally appropriate, vitally fun and engaging. We are really grateful for the expertise of the Alive with Ideas team for their innovative approach in building children’s health literacy.'”

Kath Evans — Director of Children’s Nursing at Barts Health

“Our mission was to update our brand visuals to better reflect our innovative and forward-thinking organisation. After receiving numerous pitches from different branding agencies, Alive stood out with their clear passion and understanding of our identity and goals. We thoroughly enjoyed working with the Alive Team to create an engaging new brand that we are immensely proud of.”

Lianne Springer — Communications and Engagement Lead

“Alive wowed us during the pitch process and they didn’t stop wowing us throughout the whole project. Every person we worked with at Alive were so friendly, knowledgeable and clearly passionate about what they do. They have worked with us to really understand what we do and have created a new brand and website that really stands out from our competitors. Thank you!”

Louise Burnard, Head of Marketing and Communications UK — Be | Shaping the Future

“I think the team have done such a brilliant job, particularly with responding to our requests. It's one of the best mental health videos I've ever seen. Very proud to be associated with your exemplary work. Thank you so much.”

Dr Anna Batho — Clinical Psychologist – Critical Care, UCLH

“We have worked with Alan, Caroline and the wider Alive With Ideas team for many years. In that time, they have provided a dedicated service that is second to none. We appreciate their attention to detail and creative approach to bringing our brand, communications and stories to life. And would recommend them to anyone looking for creative communications support.”

Georgia Beech — Internal Communications Specialist, Ocado Group

“This is brilliant. I wanted to give my heartfelt thanks to all of the team who worked on this. You all understood exactly what we wanted to communicate and why, and then managed to do it in a way that was far better than anything I could have imagined. I’m a bit choked up to be honest!”

Sarah Wright, Head of Communications and Campaigns — NEA

“Each time I work with the team, I am always stunned at the effort and creativity that goes into each detail and am always eager for the end result. The team is extremely accommodating and always provide a fresh approach to our projects that elevates our communications materials!”

Alana Khaytin, Communications Specialist — Braskem America

“What I really appreciate about Alive is that they work with us as partners, and care as much about getting it right for our patients as we do.”

Sara Langston, Patient Engagement & Marketing Manager — italk

“Alive are unique in how much they deeply listen and invest in you and your ideas. I have not come across a company that listens as much as they do to ensure your needs are understood and met (actually - they always exceed my needs and expectations). Everyone I recommend Alive to has an equally brilliant experience. When you work with Alive, you are not only getting some genius creativity brought into your life, you are also hanging out with some of the best examples of human beings I’ve ever known.”

Steph Tranter, Hybrid Exec Coach & Psychologist — StephTranter.com

“The (Alive) team were able to creatively pull together and document (in just over 2minutes) everything our service has achieved over the last few months, from thousands of prescriptions deliveries to hundreds of phone calls made to the vulnerable. The final product was so powerful and reflective of what our service has and continues to achieve. It couldn’t have been better received within the service – thanks Alive for once again helping us to communicate our vision!’”

Emma Wright — South Yorkshire & Rescue

“We worked with the team at Alive to create our staff recognition video.
At a time like this, its never been more important to share the amazing work that our staff have done and continue to do on a daily basis under very difficult circumstances. We wanted to shout about this and recognise that when the time came, South Yorkshire Fire & Rescue stepped up to the plate. We didn’t want an ordinary thank you post on social media or a basic email sent out internally, we wanted something special. Enter Alive. ”

Emma Wright — South Yorkshire Fire & Rescue

“Our company is fun, we have great brands, but most importantly we’re all about our people – and I wanted an agency who would understand that and help us bring it to life through our website and other comms. Straight away I felt that Alive ‘got’ us and provided the creative inspiration exactly where we needed it, as well as the technical expertise to deliver a well-functioning website.”

Keren McCarron, Head of Corporate Affairs & Communications — KP Snacks

“Boom!
Thank you so much. Incredible work done at incredible speed by incredible people.
Outstanding work as ever and what a turnaround. As for the concepts – wow. These are that good it would be an insult to describe them as just good. It’s a joke, quite frankly. This is exactly the Alive effect I was after. Right now I feel like I am living in an Alive With Ideas wonderland. Thank you!”

Jack Grasby, Campaigns Manager — SYFR

“If you are looking to improve creativity and build teamwork, I highly recommend a session like this for your team. No matter where you are in your creativity journey, a workshop like this can give your team a boost of energy and ideas to invigorate their creative thinking.”

Amy Lilja, IC Manager — Hennepin Healthcare

“Alive were there to help when we were working every hour to respond to the coronavirus outbreak. They gave us the creativity, ideas and support we needed to deliver campaigns which empowered our residents in the most difficult time most of us have ever seen, personally and professionally. The team understood what we needed, worked closely with us and delivered fast without any compromise on quality. Working with Alive has been a joy in the darkest of times and I have no doubt will have helped to save lives. Thanks team x”

Julie Odams, Assistant Director of Communications & Customers — Derbyshire County Council

“We got 'Alive' involved to help us shift mindsets across our organisation and they delivered! Using simple, clear and creative ideas the team have delivered us a campaign which has seen a dramatic increase in idea sharing and development. They’ve also played a significant role in creating a culture of shared success. I wouldn’t hesitate to work with again, in fact, we already are!”

Gavin Buckle — B&Q
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