Writing creative teases for a radio show is hard, but it’s one of the most important skills you can develop. Once you learn the basics, you’ll unlock new TSL and attention, both of which are in short supply today.
Teases are challenging, but when you get into the rhythm, they can be fun. The goal is to capture the listener’s attention and create interest while giving them a hint of what to expect, and without giving away the outcome.
An effective tease strategy is complicated, but there are 5 keys to a tease to help you write an effective and creative promo for segments.
Be concise: A tease should be short and to the point. There’s no time limit, but efficiency is critical. Concise does not mean squeezing all of the entertainment value from the tease. It means to make every word count. Avoid using unnecessary words that don’t add excitement or action. Don’t provide too much information. You’re seducing your listener to spend more time, not overwhelm them with facts. In other words, don’t let the tease become too “heavy.”
Use powerful language: Use descriptive words and phrases that paint a picture and create a sense of excitement. Avoid using generic, common words like “good” or “bad.” Instead, use words like “unforgettable” or “the worst way possible.” When in doubt, push it to a colorful extreme. Check out the Powerful Language seminar here for details on better language choices.
Create curiosity: Tease upcoming stories or segments to leave listeners wondering what will happen next and how it will turn out. Find ways to open the Curiosity Gap to create FOMO (Fear Of Missing Out) to make them want to hear more. Be specific enough to suggest what it’s about, but not to the point where they don’t need to listen to get the full story.
Use your unique voice: Each tease should reflect your style, character, and tone. Many personalities turn into “Randy Radio” when going into a tease. Don’t be an “announcer”. Be true to yourself and your show’s personality.
Use emotions: The #1 attribute of winning shows is personalities that can make listeners feel something. Great teases are content-rich. Write them like a cliffhanger promo and look for ways to provoke an emotional response. Maybe it’s humor, outrage, or a sense of wonder. Identify the emotion in the content and promote to it.
Examples
These 5 keys to a tease are straightforward and easy to understand conceptually, but are only valuable when applied to your show.
Can you identify how these examples use some of the five points:
Get the inside scoop on the most scandalous celebrity divorce of the year. Okay, it’s only February, but this scandal will rock your world. And wait until you hear the dirt on the reason for the split.
What one question would you most like to ask Bad Bunny. The one thing you want to know. Think about what that might be, because Zippy has the answer and she’s dishing the dirt in 12 minutes on Hollywood 360 with Peppy and Zippy on WXXX.
It’s official. Men are morons and my husband is their poster child. What is it about birthdays that causes semi-intelligent, well-adjusted guys to make stupid decisions? And better yet, how should I get back at him? I need your help at 8:10.
Conclusion
Remember, the goal of the tease is to pique the listener’s interest and encourage them to stay tuned. Be creative, have fun, and apply the 5 keys to a teaser. Work on it every day. Soon, your content will resonate more with your audience.
Pic designed by frimufilms for Freepik.com.
Tracy Johnson is a talent coach and programming consultant. He’s the President/CEO of Tracy Johnson Media Group. His book Morning Radio has been described as The Bible of Personality Radio and has been used by personalities worldwide.