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The Robinson Report – Lean-Forward

“Dangling a carrot in front of a donkey—or anyone else for that matter—is not nice, and not fair, unless you eventually plan to give it up to them.” ― Vera Nazarian

The legend – Paul Harvey – mastered it.

As did Global Phenom — Casey Kasem.

The art of LEAN-FORWARD content.

It begins – if properly built – with an intriguing lean-forward tease.

Your local news is coached to do the same.

“Your kids are no longer safe on the bus.  Story at 11!”
Movie trailers were built to build suspense – for the movie.

Yet – many now include the bulk of the story that there’s often times a reason to – pass.

You hear this in radio and audio content – too much too soon.

If you follow Josh Spector, his newsletter emails are often ONE line to garner the click.

Just this morning here’s his note:

“I bet some of these numbers will shock you.”

That’s. It.

It’s a simple exercise to craft.

Create ONE (or two) line(s) that draws the listener forward.

You then pay it off soon after – creating multiple occasions of listening.

Which – as we know – occasions drive ratings.

Practice crafting your tease – or pre-promote of content.

Coach your talent to do the same.

Compelling listening will follow – as will an increasing share.

Next Up – Just Say No