Hi there,

I watched a movie called Johnny Q the other day, maybe you’ve seen it?

It started with a scene of a beautiful woman driving a car when she was suddenly involved in a major crash. Then the movie switched to a totally unrelated subject…

Why?

Thing is though, there was no indication of whether the woman was OK or anything…

The movie then carried on with a young couples life which revolved around their young son. Slowly as the movie progressed the viewer understood that the couple were going through a rough patch what with the husband being on short time and their car being repossessed – sounds all too familiar these days doesn’t it?

A little later their son collapsed during a baseball game and was taken to hospital where the couple were informed he needed a heart transplant and, big problem…

They’d have to put up $75000 deposit in cash otherwise their son would be left to die.

Obviously they had nowhere near that amount and their insurance plan didn’t cover the bill…

The movie carried on showing the couple’s fund raising efforts but still, the figure raised was nowhere near the amount needed…

… Yet their son was getting closer to dying at every moment.

Then with death imminent the mother gave her husband an ultimatum: “For once in your life DO something!” she demanded.

Next we were shown the extraordinary measures the husband took to save his young son… and yet there was no correlation with the first scenes of the movie — what DID this beautiful young woman have to do with the story?

I mean here we are almost 3/4 of the way through the movie yet still nothing more about her.

Now, if you’ve not seen the movie and intend to watch it you’d better skip the next part because I’ll explain her involvement…

Turns out she was killed in the crash and her heart was a suitable donor organ that could save the child. But what about the cost of the operation? Who was going to foot the bill?

Well, I don’t want to spoil the movie if you’ve not seen it yet and if you have you already know the outcome…

But, what of the marketing lessons I mentioned in my title?

I’ll tell you in a moment, first let me tell you the movie star is Denzel Washington and I think it’s not too shabby a movie, albeit a little slow to get moving.

The marketing lesson? Well the beginning scenes are a classic use of the Ziegarnik effect – unfinished business.

The viewer is left wondering what happened to the woman (the fact that she is obviously beautiful adds to the intrigue) and is almost compelled to keep watching to find out.

In my opinion many viewers would leave the movie early on if these scenes were not shown this way. As I mentioned the beginning is a little slow…

And the second lesson is do what EVER it takes to get to your dream, NOTHING should be allowed to distract you no matter how tough the going gets.

If you haven’t watched it yet I suggest you do and if you have make sure you understand the lessons — they apply to your life as well as business.

Speak to you soon,

Stuart.

PS
I’m always on the lookout for lessons from every source — they’re all around us if only we take the trouble to see them.

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