The promo (or interview) is a match and storyline supplement which aids in building and then promoting an emotional connection between the fans and the product. The crowd wants something they can sink their teeth in, heroes they can identify with, and villains they openly show disdain for. They’re not going to get that out of fancy counters or daring high spots. That can only be realized through displays of personal character.
So we’ve established that your goal is to build an emotional attachment with the fans in order to add more excitement to a storyline or upcoming match and the way to do that is through presenting a likable (babyface) and an unlikable (heel) character. Now, the reason we want the fans to be emotionally attached to the product is so they will go out of their way to spend money on tickets for the next show. Entertaining feats in a match might entertain fans, but it won’t guarantee they’ll come back. If they are emotionally attached they will absolutely need to come back to see their favorite stars in battle with their sworn enemies to settle the grudge for a personal vendetta; after all, they want to see the baddies get the whooping they so rightfully deserve.
Now we know what promos are for, so what information needs to be dispensed when delivering a promo? Three important bulletin points that absolutely need to be touched on:
1. The issue. Why should people care? Why do you care? Who is it you are facing and why should fans go out of their way to see you square off against them? These are all things you need to get across: it is your job to make the people care.
Note: If you completely bury your opponent and put across how you will have no problem ripping him limb from limb, it takes away the emotional connection. You’re their hero and the fans believe what you say, where is the suspense in going into a match where victory is guaranteed? At best, you bury your opponent and when you beat him - you’ve gained nothing. You knew he was a bum. You told the people he was a bum. So you beat a bum. What’s the big deal? At worst, you lose. You just lost to a bum. That makes you look godawful. As a face you should never promise something to fans that you can’t deliver, because then you have zero credibility. And what good is a face that the people can’t believe in?
Build him up. That way fans eagerly anticipate the match and want to come down to see who will be victorious. If you win, you defeated a major challenge, congrats! If you lose it’s okay, because he was built up as a force to be reckoned with. Never promise something you can't deliver. Don't say you'll kill them. You just might.
2. When and 3. where. What is the date? Time? Location? What town is that in? What street is that off of? You can never say these things too many times in a promo. Make it cemented in fans’ heads the exact day, month, time, and location of the bout.
Two final notes: time is money. Whether your promo is on a DVD, a television show, or simply a live event, every second counts. Be concise and be entertaining. You’re more valuable to a promoter if what most can get across in five minutes, you do in one.
Additionally, pay at least a little attention to the production value of your promo. I'm not saying it needs to be Hollywood level, but don't do it off of a webcam from your parent's basement. Do your best to have a decent setting, lighting, use a free editing app to trim off the fat, generally don't half-ass it. Save that for the ring.
Until next time,
-AWV
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