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.
Vehrnon Ibrahim, Full Service Broadcast Radio ConsultantA�