The best movie trailers tell you enough of the story that you are intrigued, but not enough to give too much of the story away. This means that the best movie trailers have found the balance between these two parameters.

For a viewer or a customer, that’s exactly what you want. You want your interest piqued, but not ruined.

The same thing goes for trying to sell an experience. You can’t give away too much, but then again, you have to give away enough that they are intrigued.

As a provider of experiences, you have to control the information you do give away to control the experience for the participants. This is like an ongoing feeding of the trailer, which is where your story develops in the minds of the participants. Do this, and you can’t go wrong.