Teaser and link

The teaser and link Strategy is simply the method of condensing a large article or block of information into a short summary or teaser, then providing a link which can be used to take the reader to the full article.

Benefits

The primary benefits for Readers and Authors of the "Teaser and Link" Strategy are:

It assists a reader to quickly make the "is this relevant" decision - This is the most important benefit of this strategy - it gives the reader the ability to decide whether or not the information on offer is worth taking the time to read it. This says to the reader that the author of the information respects them; their time and their right to either read or not read the information. Whereas, if you simply supply the full information, those who start reading, read in an undecided frame of mind - this has two negative impacts, firstly they may stop at any point and secondly, the message they receive when reading "without commitment" is significantly diluted, even if they do end up reading through the article.

It enables an author to concisely and quickly present a number of articles of possible interest to the reader - in our fast-paced world, brevity is a valuable commodity. Adages such as K.I.S.S (Keep It Short & Simple) are common Well. the psychology behind this is simple - most people are under time pressure, so "long" translates to "I'll look at it later" (later then often turns to never), whereas "short" has a much better chance of falling into the "This looks like something I can deal with now" category.

Applications

Print Media - newspaper articles usually have an headline followed by a explanatory paragraph then the article itself.

Online news - all major news sites use this strategy; presenting a headline and perhaps a sentence of a thumbnail image with a link which takes you to the article.

Websites - websites will often provide a snippet of information or teaser with a link the the page containing the full information.

Email marketing - the average email recipient gives a new email a very short space of "reading time" to convince themselves that the information is worth reading, so this strategy is very useful in presenting multiple articles very quickly.

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