The document discusses the importance of teasers in attracting readers' attention on websites. It provides guidelines for writing effective teasers, including that teasers should make it easy for readers to decide whether to click or leave the page within 15 seconds. There are four common types of teasers discussed: news headlines, summary teasers, cliffhanger teasers, and question teasers. Groups are instructed to analyze example websites, write samples of the different teaser types, and evaluate which teasers are most compelling. The goal is to understand how subtle differences in teasers can impact readers and website success.

1. The Teaser
Start With A Drumbeat
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

2. Please count to 15 ...
... that is the time to attract readers
attention. Then he clicks an article or he
leaves your Website
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

3. What Are The Functions Of A Teaser?
Exercise in groups:
Find and write down the functions of a teaser.
1. The teaser should make it as easy as
possible for the reader to decide whether he
should click or not.
2. The teaser should give an incentive to
make the decision easier.
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

4. What Do You Mean About ...
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

5. What Do You Mean About ...
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

6. What Do You Mean About ...
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

7. How To Write A Teaser?
1. Start with a short headline which works
without additional information.
2. Write an informative teaser that does not
tell the whole story. This provides an
incentive to click.
3. An image has to correspond with
headline and teaser.
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

8. The First Kind Of A Teaser: The News Headline
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

9. When Do You Use A News Headline?
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

10. The Second Kind: News Summary
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

11. The Third Kind: A Cliffhanger
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

12. The Fourth Kind: A Question Teaser
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

13. These Examples Show That ...
... a Web reporter has to give teasers a lot of
drive to get readers attention.
... headlines and teasers decide about the success
of a Website.
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de

14. Exercises: The Little Difference ...
Exercise 1 (in groups)
Please have a look at the Websites of the group members. What kind of
teaser do they use? What is good? What can be done better?
Exercise 2
Please read the article and write:
• a news headline
• a summary teaser
• a cliffhanger teaser
• a question teaser
Print the document. Pass it to me with your name.
Then have a meeting with your group. Discuss the teasers. Decide for
one teaser of each sort. Make a presentation. Which group has written
the best teasers?
Peter Berger • Bahrenfelder Steindamm 89 • 22761 Hamburg • Tel. 0173 – 928 60 91 • e-mail: berger@medienstrategen.de