Jab-Jab-Punch is the smartest way for most shows to structure, stage, and perform information segments like entertainment reports and newscasts. The exception is if you’re the news outlet in your market. The structure focuses on one key story designed to be remembered because of the point-of-view and personality expressed. It’s the Punch story, and the Punch Tease is the best way to promote it. That sounds obvious, but a lot of shows still tease the container instead of the content.
They say things like:
“Coming up in the entertainment report…”
“Next, three things you need to know…”
“On the way, today’s sports update…”
“In a few minutes, your info update…”
The problem is that many listeners do not care about the container, and as soon as you promote the report, they tune out, either physically or mentally (which is almost as bad). They may have no particular interest in an “information feature.” Those labels are meaningful to programmers, but not to listeners. What listeners do care about is interesting content. That is why one of the most important teasing principles in radio is this:
Tease the content, promote the container.
Very few people say, “Oh good, an entertainment report is coming,” or, “Fantastic, Hollywood 360 is on the way.” But they might stay for this:
“People are suddenly fighting over the right way to leave a group text. That in a minute, but first…”
See the difference? The tease is not asking the audience to care about the report. It is giving them a reason to care about the story.
The Punch Tease Is Powerful
A strong tease at the beginning of the segment (before the Jabs) to highlight the Punch story does several important things:
First, it builds anticipation. It tells the listener there is a payoff coming by handing out a small sample. It’s something worth sticking around for. This creates a greater sense of importance. Teasing the Punch story before the segment begins gives the segment structure.
It also adds perceived depth to the segment. This is a subtle but powerful point. The Punch tease causes the segment to feel bigger, more robust, and more intentional. That gives the whole report more dimension.
And, of course, it leads the audience through the first two Jabs toward the payoff. That is critical because the Jabs are not there to compete for attention. They are there to support the journey and show the audience you’re in touch with their world today. The tease gives the listener a listen through the first two stories they may not care about to get to the one they do. The Punch tease is the thread that pulls the whole segment together.
The Segment Title Matters, But The Story Gets Attention
Promoting the segment (container) is branding, but promoting the story causes action by creating curiosity.
Branding language says:
“Good morning. Welcome to Three Things You Need to Know.”
Curiosity language says:
“Are you sabotaging your morning before you even get out of bed? New information says you probably are…in Three Things You Need To Know right now.”
Branding language says:
“It’s time for today’s entertainment update.”
Curiosity language says:
“Social media turns every breakup into a public trial, and this celebrity breakup proves it…Peppy has details in a moment on Hollywood 360…but first…”
Branding language says:
“The 20/20 Sports Update is on now…Here’s what you need to know…”
Curiosity language says:
“The big debate comes down to one question: When does being a fan become being way too invested? Zippy has the answer in this 20/20 Sports Update, but first….”
One promotes the container. The other promotes the payoff.
The segment name is not the star. The story is. But the segment is where you get the star.
