How to get attention for your content

By · Friday, June 13th, 2014

Teases. That’s what they’re called in the broadcast industry. They are bursts of just five seconds or so that promote or refer to what is coming next. Positioned right before commercial breaks, these teases are important. Why? Because if they are not done well — if they are confusing or simply uninspired — viewers and listeners will switch stations.

Digital and print promos and refers are teases, too, and they are just as important.

What to Say in Promos and Refers

Promos and refers should relay information smartly. If you are writing them, here are some ideas to get the attention of your audience.

How to Sell Well

It’s easy to get wrapped up in the punchy, promotional aspect of the digital world. Home pages are packed with devices to get readers’ attention.

In this crowded market, you must sell well. But the digital platform should not make a difference in how you approach your work fundamentally. Promos, refers and attention-getting content should be specific, clear and complete. Don’t oversell or hype what isn’t there. Be honest, so readers find what they expect when they click or tap on a promo or refer. You know your own reaction when promises aren’t kept, whether it’s sales that are overhyped or radio and TV teases that overdo it. So think about what you want to promote to your audience. And then sell well.

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