What promise are you making in the story that you're telling? Here's a great TED Talk from one of the master's of story telling — Andrew Stanton (Creator of Toy Story, Wall-E and John Carter).
http://www.ted.com/talks/andrew_stanton_the_clues_to_a_great_story.html
(If time doesn't permit to you watching the whole thing, start here: 16:10. But, I encourage you to watch the whole thing — there are several nuggets of truth in this.)
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