🎶Dum dum. Dum dum. Dum dum dum dum dum dum daaaaaa.🎶

The very first movie trailer I remember watching, or better said, hearing, was JAWS. The water. The music. That sole woman, innocently [and stupidly] swimming alone in the ocean at night. Who does that?

I’m still scared to swim in the ocean. I’ll do it if the water’s crystal clear, and I’m even happier with scuba gear, but in the back on my mind. That dum dum soundtrack plays in my mind.

Think about the last time a movie trailer got you hyped. Maybe it was the dramatic opening shot, the pulse-pounding music, or that one perfect line that sent chills down your spine.

Now, ask yourself: Does your product messaging create that same level of anticipation?

Because here’s the truth—most product marketing, even shared with internal audiences, sounds like a Wikipedia entry. It explains instead of excites.

Relatable Problem: You’re launching a new product, but your messaging isn’t generating the buzz you expected. In fact, you’re not even getting your own team excited.

Pro Tip: Use The Movie Trailer Framework to craft irresistible product messaging:

  1. The Hook: Start with a bold, curiosity-piquing statement.
  2. The Conflict: Introduce the challenge your customers face.
  3. The Hero’s Journey: Show how your product solves that challenge.
  4. The Dramatic Finish: End with a call to action that feels urgent and exciting.

Example:

A B2B software company launching an AI-powered sales assistant didn’t say, “Our new tool helps sales teams automate follow-ups.”

Instead, their homepage read:

“Your top salesperson is working 24/7. Never sleeps. Never forgets a lead. And never lets revenue slip through the cracks. Meet AI-Sell: The sales assistant that turns every missed opportunity into a closed deal.”

That’s a movie trailer.

If you want your audience excited, don’t just inform them—immerse them in the story.