Andy Baker is the Group Creative Director for the National Geographic Channel; and the advice that he gives about getting someone to pay attention to your story in 30 seconds. His advice pertains to videographers and trailers specifically when it comes to television shows, but the idea can be applied to the work that photographers are doing these days.
With so many photographers doing BTS videos of their shoots and other promotional content, the fact that Andy says that you need to know your audience is very key. He reasons that doing a personal project is different and that the audience is you; but otherwise you need to understand your audience, have a hook, know what they like and find a way to entice them.
Andy’s words go into this much more after the jump.