Don't say everything. Say what matters.

I don't know how many times I had to have this conversation with folks when writing promotional copy, over the years. Some people naturally want to tell the entire story in the tease, and it's just not necessary - or effective! Focus on what will pull people in.

• What's unique about your story?

• What will people get from reading or hearing or watching it that they won't get anywhere else?

There's your tease.