ANTICIPATION
When you want your listeners to stick around and listen to what you have to say, you need to give them a compelling reason. Your listener needs to anticipate what is to come later in the show. You need to excite them. You need to tease them. Create anticipation.
Dave Jackson of School of Podcasting and I were coaching a podcaster on an episode of the Podcast Review Show the other night. At the end of the episode we were reviewing, the host said, “In the next few weeks, we will be interviewing great guests like A, B and C.”
I told him it was great that he was enticing people to come back to future episodes. However, he wasn’t really creating any excitement about those shows. Do any of those guests give a piece of content you cannot get anywhere else? Let’s tease that.
MORE THAN PROMOTING
If I say, “Next week, we will be interviewing Dave Jackson”, I do very little to create any anticipation for you. It is just another interview.
If I say, “Next week when we talk to Dave Jackson of School of Podcasting, he is going to give you the one trick he uses to land the really big interviews for his show and it works 92% of the time”, that creates some anticipation for the episode. A true tease creates intrigue and a little excitement. It makes your listener ask, “I wonder what it is.”
Anticipation is a key feature to storytelling. Your story should build just like a good plot builds in a movie. You need to make your audience anticipate the content that is on the way.
Your story is similar to a vacation you are planning to take. The fantastic anticipation for the trip is almost as pleasurable as the trip itself. You can’t wait for the trip to arrive. You want your listener to feel the same way about your story.
When your listener can’t wait for the story to arrive, you have created some great content with an powerful tease. Your listeners will get more enjoyment from your show when they get the tease payoff more often. The pleasure of the “oh wow” factor will be increased. The joy of anticipation will keep your audience coming back for more.
EFFECTIVE TEASE
There are three steps to creating an effective tease.
#1 – Intrigue me.
When you promote content that is coming up later in the show, you must give your audience an intriguing reason to stick around. It isn’t enough to simply say, “A great story about this weekend is coming up.” Few will stick around for the payoff. The tease lacks stickiness. It doesn’t hook the listener.
A creative tease produces anticipation. Instead, use something like, “You’re never gonna believe what I found in the attic this past weekend. My world is about to take a wild turn.” With that statement, your imagination begins to work.
What could it be? A wasp nest? An antique? A structural problem with the house? Imagination is the magic of a creative tease. Stir the imagination of your audience to truly engage them with your content.
When possible, intrigue by incorporating the listeners world. “This weekend, I discovered a way to save $100 a month on my grocery bill by changing one thing in the way we shop. I’ll tell you how you can do it too.” It answers “what’s in it for me” for your listener.
#2 – Give them 80%.
To create an effective tease, give your listener 80% of the story while leaving out the most important 20%. It is similar to giving the setup for a joke without providing the punch line. Lead your listener right up to the line, but make them wait to step over.
The key to an effective tease is to withhold the most important 20%. Let’s use our previous example of the attic weekend. I could say, “You’re not gonna believe it, but I found a $25,000 antique painting in the attic this weekend. I’ll tell you what’s on it coming up.”
This is a perfect example of withholding the wrong 20%. Who cares who is on it. If it’s worth $25,000, it could be a painting of the sky. It wouldn’t matter to me. I’d only be asking where I could sell it.
$25,000 is the most exciting piece of information in the entire story. That is the piece that I need to withhold to create some excitement. To properly tease, I need to say, “In the attic this weekend, I found an antique painting of Napoleon. You’re never gonna believe how much it is worth.” You are more likely to stick around to see if I can retire on my winnings when I set it up in this fashion.
Make it impossible to search online.
You want your listener to keep listening for the payoff to your set up. If I can simply search on Google for the answer to your tease, there is no reason to keep listening. I can just look it up and be done with it.
#3 – You need to get creative to make your tease unsearchable.
Let’s say I have a story about Joe Celebrity getting drunk at High Profile Bar in Las Vegas over the weekend where he got arrested for assault. I could say, “Another movie star got arrested this weekend after he got in a fight with a customer at High Profile Bar in Las Vegas. I’ll tell you who it is coming up.”
Celebrity name is part of the correct 20% I’m withholding. However, I can look this story up on Google in a heartbeat. If I search “Arrest High Profile Bar Las Vegas”, the chances are good that I will find the story in the first few search results. The tease isn’t effective. It is too easy to search.
To make the tease more powerful, make it impossible to search. “Another bar fight over the weekend landed another celebrity in jail. The story is coming up.” This tease makes it much more difficult to search. If you entered “celebrity bar fight weekend” in Google, 70 million results show up. It will be much easier to wait for my payoff than to begin searching 70 million Google entries.
RELATIONSHIPS
The three steps to powerful teases will help you begin to engage your audience on the way to building powerful relationships. Use the three steps in your show recap to entice people to listen to the episode. Then, use them again during the introduction of the show to get listeners to enjoy the entire recording.
You’ve worked hard to create your content. A lot of effort has been exerted on your part while writing and recording your show. Make your content intriguing by using these three steps in the art of the tease.
When you use the art of the tease, your listeners will spend more time with your show. The increased frequency of the tease payoffs will help your audience enjoy your content more. When your show is more entertaining, it becomes more engaging. When you truly engage your audience with your content, you can begin building powerful relationships. That’s where trust and influence with your listener begins.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
