Mastering the Art of the “Tease”


How to Write Captivating Commercials and Promos


Lesson Info

Mastering the Art of the “Tease”

So let's master the art of the tease. So promotions entice your audience to want more, and the build up is always the best part. The more you amp people and build them up to something, the more excited they are. \And we see this with like movies when they roll out, right, it's like that's why they have 27 teaser trailers for superhero movies, 'cause it's like each one for those fans is like building excitement. Right, Star Wars, Star Wars, oh my god, Star Wars stories like, ah, I think I saw something, what do you think it means? Right? There's a reason for that. So, you can master the tease, you can evoke curiosity in your promos by asking intriguing questions like "Want a taste?" Now that's not gonna work for everybody, if that's not your brand. But think about that, like what intriguing questions can you ask? You know, ready to go down this path, want to feel healthy, anything, like you're just evoking curiosity. Winter is coming, Game of Thrones, right? Nobody knew what the heck th...

at meant, but everybody wanted to watch the show, they were intrigued. You can also build suspense with mysterious phrases, like "Can you handle this?" So I like doing these when I'm promoting. I'll post like lots of mysterious phrases that make sense if they know what my offer is, but I don't say the offer yet, I just give them little mysterious like, are you ready to, are you ready for obsession? Are you ready to get obsessed? People are like "What? Sure!" I don't know, like I, like it sounds great. You know, so it gets very mysterious. Now that has an obvious end result, and then I'm selling a class called Obsessed, which is about getting obsessed clients in your business. But I use a mysterious phrase because it's fun for people, and then they wanna know more. And you can also tap your mission, if you have a powerful mission or movement in your business. And use a phrase like one of my colleagues Susan Hyatt is a life coach, and she has a program called Make A Scene and she teaches people how to make scenes. So that's a powerhouse phrase. It also works even though it's the name of her program, as a great tease. She doesn't have to say even that that's a program. She can just use that phase, "Make a scene". Now we all are like, oh, like, yeah. I need to, I need to make a scene. I need to go in and ask for that raise. Or you know, I need to make sure somebody doesn't butt in line on me at the coffee shop. There's so many ways we can make scenes in life, right? And so that's a great way you can use that, just reuse a powerhouse phrase already existing in your business and use it as a tease. Just don't give them the next part yet. Here's just a couple of examples, this is my client Kent Youngstrom. He is an artist. And he has this awesome program that he created last year as a collaboration with Crossfit, called Crossfit and Canvas. So basically they put all kinds of paint everywhere, and then drop big equipment, and actually do Crossfit, and like sweat and stuff. And then, but then they make these cool paintings. So he just used "Just drop'n some new art" and put that. But he didn't say what Crossfit and Canvas was. So his promo was just this and the picture. So you're like, "What's that?" Right? Like, that's intriguing. Are you painting with a barbell? Right, like, you don't know! And it just kinda, and it's because the picture's cut off too, he intentionally did that, it's like you're not really sure what the end goal is. Am I painting with the barbell? Like what's happening? So again, just a teaser, and this works really well for his audience.

Class Description

Commercials, teasers and promos are a great way to publicize your business. But taking on the task of creating advertising that looks professional and grabs people’s attention can be intimidating. The last thing you want to do is put out ads that are amateurish or tacky.

The good news is you don’t have to hire an expensive agency to create compelling commercials. This class will walk you through all the steps of how to do it yourself, from coming up with a clever concept to producing your ad on a tight budget.

As a brand and marketing consultant for businesses and a successful writer for movies and TV, instructor Melissa Cassera will show you how to use screenwriting tools and techniques to develop dynamic, award-worthy promos that drive sales and win clients.

In this class, you’ll learn how to:

  • Understand visual engagement and why it’s important to show, not tell.
  • Create an effective hook so your audience will pay attention and remember your ad.
  • Add emotion to your commercial so it stands out from the rest.
  • Develop a commercial brief.
  • Avoid using clichés and go for the unexpected instead.
  • Strike the right balance between entertainment and sales pitch.
  • Write an awesome tagline.
  • Master the art of the tease to add an air of mystery without being confusing.
  • Incorporate audience involvement to increase engagement.