Lessons from Walter White: The Power of Foreshadowing in Content Creation.

Sorry for the late letter, ladies and gents.

A delayed flight caused this.

And it cascaded into eternal hate for easyJet, leading to a rebrand that phases out the orange colour from here.

Yes, I’m using design as a tool of protest.

So if you hold stocks in easyJet, now might be a good moment to let them go.

Do it before the market notices my brand has gone blue and their prices potentially skydive.

During my extensive airport BnB stay (minus the bed and breakfast), I resorted to watching the only thing I'd stored: a few episodes of Breaking Bad.

I had recently used some of the footage for a case study edit and, thankfully, still had the full episodes.

If you've watched the series, you know how gripping it is.

If you haven't, call Carol to clear your schedule.

You'll need it.

One of the key ingredients that make "Breaking Bad" such a binge-worthy watch is the technique of foreshadowing.

( From fore- + shadow (v.); the notion seems to be a shadow thrown before an advancing material object as an image of something suggestive of what is to come. )

This literary tool offers hints or warnings about future events, setting the stage for what's to come. And boy, does "Breaking Bad" exploit it.

Remember that episode where Walter flings a pizza onto the roof in a fit of anger? (one of the ones I had).

It seems like a trivial detail until later in the series.

It's foreshadowing, hinting at his growing recklessness and frustration - pivotal as the plot progresses.

Watching this, with vending machine crisps in hand and a sore lower back from terminal seats, it dawned on me: foreshadowing isn't limited to television dramas or novels. Content creators can harness it too.

Here's the deal.

When you're creating content, your aim is to engage your audience.

You want them to linger and return.

Foreshadowing can help.

It can brew anticipation, craft suspense, and keep your audience rapt.

Drop subtle hints about your next blog post in your current one, or tease your next video at the end of the present one.

This seeds expectation and excitement.

How?

Video Cliffhangers

Suppose you're producing a series of instructional videos on photography. While discussing aperture basics, you could mention,

"Nailing this is key. See why when we explore night photography in the next video."

E-mail Breadcrumbs

Planning an email course on, say, baking?

In your flour introduction, hint at a secret sourdough technique in email three. Now, they’re not just reading; they’re waiting.

Funnel Foretelling

Selling a product? Kick off with a testimonial about its ultimate benefit but withhold the product.

By the time they hit the product page, they're not just intrigued; they're committed.

Cross channel teasing

This is very explanatory and a bit meta.

Keep your audience ping-ponging on your ecosystem by teasing from one channel to the other.

That's foreshadowing for you.

You're hinting at more without spilling all the beans. You've turned your content into a "Breaking Bad" episode with a hook.

While I await the aftermath of that rooftop pizza, ponder over implementing foreshadowing in your content strategy. It's potent, keeping audiences tethered and eager.

Combine foreshadowing with callbacks, and your audience is looped into your content in perpetuity.

But that’s a tale for our next letter.

Off to gate D16, I go.

Thank you.

PS: I wrapped up ship30for30 today, a cohort where I wrote daily essays for 30 days. This frees up some time which I'm investing here in this e-mail list. So, you might start seeing bi-weekly or tri-weekly letters from me. Let me know if that sits well or feels like an overload.

PS2: Always a joy hearing from you. If my creativity can aid you in any way, give me a shout. Let’s chat.