The J'adooore series investigates what create fans and how small and big businesses generate emotions with their audience. The series is made of 6 booklets, one per ingredient to J'adooore. This file is

1. ,
J adooore
Ingredient No. 3

2. Why are they getting ready?
Scheduling time out of their busy days?
Sometimes dressing up and gathering?
Why are they creating content?
Why are they getting those eyes? most times giving the company free press.
Why are they losing
hours of sleep?
Why are they captivated,
No matter how old they are
they all seem addicted completely entangled?
Extracts of J’adooore Ingredient N°3 - Download full version at http://experiencedesigners.net/LittleBookShop
J’adooore six ingredients that create fans ingredient n°3 Suspense Why are FANS...
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3. suspense

4. The structure of a page-turner
Big question
I was fascinated with the Twilight “what is happening? Alice had You see where this is going? It’s many opportunities for creating
saga. Millions of teenagers who a vision of the future, I can tell 2 o’clock in the morning and the suspense for the main character
had barely ever picked up a from her face... what is it, what is reader can’t put down the book, and therefore, for the entranced
book would enthusiastically it?”. Those tiny questions keep 5 paragraphs at a time. And that audience.
devour this set of books and ask the audience thinking: “I’ll have is such a great feeling.
for more! What is it with those the answer in less than 3 or 4 In Harry Potter, Ron was born
books? I studied their structure paragraphs; I’ll know if I just Stephenie Meyer is a character- in the wizard world so he
and these are my findings. This je carry on reading a little longer...” driven author. She gives her knows things that Harry and
ne sais quoi factor is particularly characters abilities, which in turn the audience both ignore, while
visible in the 3rd opus, Eclipse. The author switches from an create this suspense. Edward Hermione is a know-it-all...
answer to another question, with can read minds, Alice can see Sherlock Holmes, the mentalist,
The reader keeps bouncing off one line. Those quick swaps the future, Bella has intuition, the the Monk, Dr. House: all have
questions. Big questions...“is make the audience hang on wolves and the vampires can an uncanny gift to observe
she going to choose Edward or to the book for another 4-5 hear and smell things that Bella the details that other people
Jacob?”... and small questions... paragraphs or pages at a time... can’t. All of which gives way to cannot...
Extracts of J’adooore Ingredient N°3 - Download full version at http://experiencedesigners.net/LittleBookShop
J’adooore six ingredients that create fans ingredient n°3 Suspense Structure of SUSPENSE
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5. Typical transition
between two chapters
Extract of Harry Potter and the
sorcerer’s stone, J.K. Rowling
Extracts of J’adooore Ingredient N°3 - Download full version at http://experiencedesigners.net/LittleBookShop
J’adooore six ingredients that create fans ingredient n°3 Suspense Structure of SUSPENSE
24 25

6. The structure of a great saga
Book 1 Book 2 Book 3 Book 4
The structure of the saga is pretty much the same. On page 45 of Marta Kauffman and David Crane, creators of F.R.I.E.N.D.S call
the first book of the Twilight saga, something specific is discovered, those open questions - arcs, while Andrew Stanton talks about the
but unexplained, about the main character Bella. In page 345 of the Unifying Theory of 2+2.
4th book, readers will finally unveil the mystery!
“
Those open questions will get your audience wondering, thinking, Your job as a storyteller is to hide the fact
making assumptions, they will try to exchange information with Andrew Stanton co-writer
that you are making them work for their meal.
other fans and discuss the possible outcomes. Some will create of Finding Nemo, WALL-E and We are born problem solvers, we are compelled
content and publish it on social platforms, others will spread it
Toys Story
http://www.ted.com/talks/
to deduce and to deduct because that is what
through their blog or post any tiny bit of information available on andrew_stanton_the_clues_to_a_ we do in real life. It’s the well organized
great_story.html
forums. And they will all have a great time doing so. absence of information that draws us in.”
Extracts of J’adooore Ingredient N°3 - Download full version at http://experiencedesigners.net/LittleBookShop
J’adooore six ingredients that create fans ingredient n°3 Suspense Structure of SUSPENSE
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7. Harry Potter
Why has Harry survived
you-know-who’s attack?
How I Met Your Mother
The TV show has been keeping that
question open for 8 seasons so far.
Sex and the city
Will Carrie and Mr. Big ever
make it together?
F.R.I.E.N.D.S
Will Ross and Rachel finally
understand that they should be
together?
Helen Keller
Dallas When you are blind, deaf and mute,
how can you go to university and
Who killed JR?
become a famous author?
Open questions are
magnets for attention
Extracts of J’adooore Ingredient N°3 - Download full version at http://experiencedesigners.net/LittleBookShop
J’adooore six ingredients that create fans ingredient n°3 Suspense Structure of SUSPENSE
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8. Ingredient No.3 of J’adooore
Table of Contents
Introduction 08
Why are fans...? 20
Structure of suspense 24
Structure of a page-turner 24
Structure of a great saga 28
How open questions lead to emotions 32
Suspense for businesses 36
Suspense in social media [interview] 38
Keeping several open questions 40
Somes lower-key examples 42
Creating careful unbalance 44
Baby steps to suspense: curiosity 46
How do we create anticipation? 50
Conflicts as a source of suspense 52
Other techniques 54
Checklist to creating suspense 58
Downsides to suspense [interview] 60
Checklist for Suspense (58). Interviews: Shervan Blanchard in charge of Social Media at Cheil for
Samsung (38), Christine Baker from Gallimard about the Harry Potter series (60).
Extracts of J’adooore Ingredient N°3 - Download full version at http://experiencedesigners.net/LittleBookShop
J’adooore six ingredients that create fans
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