COPY POINT: Effectively Using “How, Where, When, etc” in teases

You’ve all heard my thoughts on our over-use of “How, Where, When, etc” in our story sells.  You know “Drunk driving crackdown, We’ll show you what cities are involved.. “,

Today, I want to point out how those words can be used effectively to create a truly unique content promise.

COMING UP ON THE TODAY SHOW… ROYAL MEMORIES: THE MAN WHO OFFICIATED WILLIAM AND KATE’S WEDDING..ON WHAT WE DIDN’T SEE ON THAT SPECIAL DAY… NEXT ON TODAY.

How, Where, When teases often do not work because they promise what viewers already expect in our story.

This one tantalizes with the prospect of insider knowledge.  The underlying message is that it will be new, fresh news.

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