What does the hero want to avoid?

What will happen if the Avengers can’t race through time, retrieve the Infinity Stones, and reverse the inevitable Thanos’ world-altering snap?

The tension this question brought audiences led Marvel's, The Avengers: End Game to gross nearly $2.8B worldwide.

What’s the point?

While focusing on the preferred future of our audience, we also want to remind our audience of what is at stake. If they choose not to take action to overcome their obstacles what failure will they experience?

We want our websites to be focused on their success and preferred future, but a dash of salty stakes will make the cake taste sweeter.

As you paint the stakes, be sure it's honest. No arm-twisting or manipulation.

Help your audience know you are fully engaged in their story by clearly painting a picture of the negative stakes. This will help them know you are locked in to help them avoid this failure so they can reach their preferred future.

For the good of your work...