The teases section on Survive is consistently the most read section. Frankly tease writing is not as natural for journalists. It involves different skill sets and we go in depth on those. But there is a basic teasing question that you must ask yourself every time, to make sure you’re living up to your main purpose: providing accurate information that benefits your viewers. This is especially true for stories you tease. They tend to be more emotional in nature or have a clear WIFM. They also tend to be stories tease writers oversell in an attempt to make sure the viewer stays.

So you must ask yourself, was that tease worth the wait? You must ask this when writing the tease, when watching the tease air and when watching the story you teased. You must do this in each scenario to learn when you overtease, how you do it and how often. Because, frankly, the majority of tease writers exaggerate. They say, “Well I have to get the viewer to watch.” But if you play with the viewer and set them up for a let down you are not winning loyalty long term. Exaggerating is a lazy tease tactic. It is wishful thinking and most of the time it is unnecessary.

If the answer is yes, the tease is worth the wait, then you are on track to become a great tease writer and a great asset to your newsroom. You want that pay off. It gives you more job longevity and credibility. So be bold and ask yourself the question. Each tease, each time, always.

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