“A famous star died today, we’ll tell you who.” “Who won the election? Find out tonight.” “What’s the verdict in the trial? We’ll tell you next.” Nothing angers viewers more than a tease that actively withholds information. The viewers knows that you know, and they know you’re not telling them. Of course you don’t want to give away the best part of the story, but you must be very careful to be forthright. It’s okay to give away general information, as long as you promise the story’s interesting specific facts.
Count the number of works in the answer to your promise. For example, “Will it rain? We’ll tell you tonight.” The answer to this is either yes or no. You could have told the viewer the answer in less time than it took to tease it. If the answer to your tease promise is yes or no, you’re withholding.
It is the same thing with stories that have a promise that starts with “who, where or when.” “Who killed the woman?” The answer to this is a two-word reply – most likely someone with an unknown name that means nothing to the viewer. “Where taxes are going up?” The answer to this will be one or two words, for example, “Cleveland” or “downtown.” “When the mayor will raise taxes.” Again the answer will be just a few words, “Tuesday” or “in July.”
The goal with teases is to foreshadow a complex and deep story. Typically that means your promise should start with “how, why or “what.” Each of these words signals a lengthy and complex discussion of the story.
“When the city will raise taxes” is a two word answer. “Why the city will raise taxes” requires some real explaining and shows that your story has less chance of being superficial.
“Who robbed the bank” is a two word answer. “How he robbed the bank” foreshadows a more in-depth treatment of the same story.
Make the viewer a specific promise of coverage. Avoid using questions that can be answered in a few words. Give the impression you’ve got a lot more to come.
Weak: “Did police catch the killer?”
Stronger: The unlikely tip that led to the man’s arrest.”
Weak: “Did the Bucks win the game?”
Stronger: “The buzzer-beating basket that turned this game around.”
Weak: “Will it rain this weekend?”
Stronger: “I’ll show you a big line of thunderstorms headed our way, and tell you what time I expect rain.”
Leave them with the impression there’s just too much great information to jam into one tease. They’ll have to come back to see the full story. Sell the interesting specific details. When we pull these sort of cheap tricks, we’re playing games with our audience.
Graeme Newell is a broadcast and web marketing specialist. He guarantees that his teasing seminar will immediately increase your news ratings or his workshop is free. Find out more here.
