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Structure

Arnie’s war message to the other Terminator

By Communications craft, Story, Structure, Uncategorized

Arnie Schwartzennegger ‘s stirring speech starts with his story of his first hero, the Russian weightlifter Yuri Vlasov, and finishes up with his new heroes protesting at the Ukrainian war. It’s beautifully constructed, as you’d expect from anyone with impeccable Hollywood credentials. It shows how a story within the storyline can be used to not make it feel like a celeb lecturing anybody.

Witness David Attenborough

By Communication theory, Communications craft, Story, Structure, Thought leadership, Uncategorized, What's out there now

In David Attenborough’s short trailer he demonstrates how to launch an argument and sell in documentary in just a few powerful seconds. If you’ve done the Copycourse you’ll recognise the structure he uses a mile off.

David Attenborough: I am David Attenborough and I am 93. I ‘ve had the most extraordinary life. It’s only now that I appreciate how extraordinary. The living world is a unique and spectacular Marvel. Yet the way we humans live on earth is sending it into a decline. Human beings have over run over the world. We are replacing the wild with the tame.

This film is my witness statement about my vision for the future. The story about how we came to make this, our greatest mistake. How if we act now we can yet to put it right. Our planet is heading for disaster. You need to learn how to work rather nature rather than against it. And I’m going to tell you how. In cinemas 2020.