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.

Find your focus, already!

Have you ever watched a television news story or read something in print or online and wondered afterwards what on earth it was about? It happens all too often when stories have no focus. Reporters who spend much of their day collecting information, pictures and sound seem to feel obliged to cram as much as they possibly can into their minute-thirty or less. The end result can be fuzzy at best, and at worst, almost incomprehensible.

Try these suggestions from NewsLab for finding a focus for your stories as you’re reporting, and before you start to write. If they help, please let us know.