BEATS-MOVIE: A “beat” is an important point in a movie that pushes the story forward. It involves action or dialogue and is designed to cause an emotional response in the characters and, or the audience. Example: In the Shawshank Redemption, Andy (Tim Robbins) is found guilty for having murdered his wife and is therefore sentenced to life in jail. This is an emotional beat which leads to the next emotional beat which shows Andy arriving at Shawshank prison. Beats lead to other beats. Cause, effect, cause, effect, etc.
BEATS-BUSINESS: If you think of your business as an ongoing story you will set up emotional beats that will move your story forward in the eyes of the consumer. These would be actions or communications that create an emotional response and leads the consumer to act. A person receives a product from you. Inside the box with the product is a gift for 50% off on their next purchase. Think: What beat will create an emotional response and cause leads/customers to act? If you are an accountant, you might post this: Visit our website to learn 3 little-known tips on how save money on taxes. Beats keep people involved right up until the sale.