Teaser

Once more you meticulously appraise your audience’s idiosyncrasy: preferences, demands, motivations, quirks, what unites and divides them. You scrutinize their deeds, their accomplishments and their needs, their lacks. You intently make your way into their clique and it is to them you address your message.


You thoroughly inspect your product. You identify all the elements that render it unique. You single out its virtues, chant its contributions. You avoid the easy praise, the vulgar eulogy.


You cautiously select the contents. You arrange them so that every piece of information, every hint, smoothly leads to the next. You avert all redundancies. You count every word, for every word counts. You intertwine your words and ideas in the understanding that the order of the factors does, indeed, alter the outcome. You ensure that the desire to know more is awoken.

You, at last, strike the full stop key. There lies your ad, your abstract, your teaser.

On Abstracts

I was going to write an entry on the thorny subject of asbtracts myself, but no matter how hard I tried, I never got to beat this entertainingly enlightening post written by colleague and blogmate Andreu Ayats.

Enjoy!