Put Your PR Lede Before the Horse!

Ghostwriter Says E-Script: Put Your PR Lede Before the Horse (3:29)

Sequence	Scene	Video	Audio
Hook	1.	Display opening title: GHOSTWRITER SAYS BY DAVE BUERGER PUT YOUR PR LEDE BEFORE THE HORSE!	[PLAY MUSIC track at FULL volume:] [LOWER music track volume in transition to Scene 2.]
	2.	TRANSITION to MS of NARRATOR with green screen backdrop of GHOSTS.	[NARRATOR:] In a press release, which is more important – the story lede … [BEAT] … or company tagline?
Problem	3.	CUT to MCU of NARRATOR.	[NARRATOR:] Pick a metaphor. Chicken before egg. Cart before horse. There’d be NO story without the company. But pushing company before story INTERRUPTS the lede. You’ve got mere seconds to grab readers. Don’t risk pushing them away!
Solution	4.	CUT to full-page photo of press release. CUT to CU on title. CUT to CU on first sentence. ZOOM OUT to CU on first graf. CUT to FULL SCREEN, MCU of NARRATOR.	[NARRATOR:] The trick is to streamline an opener to match how people read. And here’s the challenge – they don’t read ‘em! They SCAN. Title. First sentence. MAY-be the first graf. Beyond that, it’s mostly filler. Sad, but true.
	5.	CUT to MCU of hand DROPPING paper into waste basket.	[NARRATOR:] Obviously, you need to mention the company up front. HOW you do can affect whether the full PR is scanned – or CANned! [LOUD THUNK sound.]
Example	6.	TRANSITION to MCU of NARRATOR.	[NARRATOR:] Your lede is the news, so it should go first – always! It’s OK to mention the company, but keep it short.
	7.	CUT to image of TOOMSTONE. CUT to MCU of NARRATOR. On LEFT side, DISPLAY LONG name above SHORT version. XYZ Security Solutions International, Inc. XYZ CUT green screen backdrop image to VIDEO of a stock exchange billboard flashing a sequence of trading symbols.	[NARRATOR:] Certain death occurs when too much information occurs first about company. Use a SHORT tagline. Or none at all. Odds are readers will know who you are. TRUNCATE the long official name. If publicly traded, omit stock exchange and trading symbol. That’s not news, so put it at the end in the company boilerplate.
	8.	CUT to MCU of NARRATOR. CUT green screen backdrop image to VIDEO of scrolling taglines.	[NARRATOR:] Above all, RESIST using a pompous tagline. Your company is not the only leader out there. According to vendors, EACH is a leader! Check out taglines from a recent trade show. It was CROWDED at the top! Nearly all were “leading providers.” So cliché! Perception-wise, each is just another leader IN the pack. [LOUD SOUND of motorcycles REVVING.]
	9.	CUT to MCU of NARRATOR. WIPE IN bullets, one by one: SIMPLE . COMPLEX CONFUSED	[NARRATOR:] Most taglines conclude in three ways. The simple way is, “We do this.” One thing, done well. The complex way is, “We do this, …[BEAT] … and we do that.” A compound phrase may project command of complexity. You have the angles covered. Overlook nothing. The third approach, I call “confused.” “We do this, that, and also that.” Favored by small, one-product players trying to look big. Or a CEO who’s not sure what they do.
	10.		[NARRATOR:] Make taglines simple, precise. For drama, say nothing. Presume they already know you – especially if your firm has history.
Conclude / Offer	11.	TRANSITION to MCU of NARRATOR.	[NARRATOR:] Don’t cloud your story lede! You’ve got nanoseconds to grab a reader. Tell ‘em the news – ASAP. Put what everyone knows at the end. It’s the inverted pyramid, Web 2.0. This simple technique makes you stand OUT from the pack. As a leader should.
	12.		[NARRATOR:] Thanks for watching! Until next time, Ghostwriter says, “Write well. And good luck.”
	13.	TRANSITION to closing title: LEARN HOW I CAN HELP PUT YOUR PR LEDE BEFORE THE HORSE! DAVEBUERGER.COM THANK YOU FOR WATCHING. PLEASE SHARE THIS VIDEO. FADE to black.	[BOOST VOLUME of music track to FULL.] [LOWER VOLUME of music track to OFF in transition to black.]

Writing to a Government Buyer

Ghostwriter Says E-Script: Writing for a Government Buyer (2:21)

Sequence	Scene	Video	Audio
Hook	1.	Display opening title: GHOSTWRITER SAYS BY DAVE BUERGER WRITING TO A GOVERNMENT BUYER	[PLAY MUSIC track at FULL volume:] [LOWER music track volume in transition to Scene 2.]
	2.	TRANSITION to view of narrator’s head.	[NARRATOR:] Government buys a MOUNTAIN of I-T. More than anyone. But check out typical “government” collateral. Those buyers must think we’re talking to MARTIANS!
Problem	3.	TRANSITION to new angle.	[NARRATOR:] The culprit is point-of-view. A government buyer won’t get warm fuzzies. Not if one piece is for a mishmash of U.S. federal, international, state, local, education, and non-profits – as if they are ALL the same.
Solution	4.	HOLD.	[NARRATOR:] Your collateral will help sell more I-T if point-of-view is a specific government audience.
Example	5.	TRANSITION to new angle. CUT to photo of GSA IT Schedule 70 cover page.	[NARRATOR:] For example, let’s focus on U.S. federal. We’ll assume your product is already on the GSA IT Schedule 70. Generally, if it’s not on the approved list, you can’t sell it to the Feds.
	6.	CUT to view of narrator’s head. CUT to image of one person in a long line of people.	[NARRATOR:] WHO you write to is different from an enterprise pitch. C-level messaging may be a waste. Many CIOs don’t report to agency heads. They’re buried in the hierarchy. Instead, think “program manager” or “administrator” for messaging.
	7.	CUT to view of narrator’s head. CUT to photo of sheet of $100 bills. CUT to photo of military jet. CUT to view of narrator’s head.	[NARRATOR:] WHAT organization you write to is crucial. Different authorities govern civilian agencies such as Energy or Treasury versus military such as Army or Navy. If you sell security, agencies must comply with FISMA and buy products certified by NIAP. Military buyers follow Dept. of Defense Directives. Collateral should cite appropriate authorities.
	8.	HOLD. CUT to checklist. CUT to photo of collateral with parallel columns, SP 800-53 requirements on LEFT and product fulfillment on RIGHT.	[NARRATOR:] WHY they buy is not for a “competitive advantage” or to “boost revenue.” Government buyers sign off when your product FULFILLS REQUIREMENTS. Collateral should connect these dots. If you’re selling security, NIST Special Publication 800-53 is crucial. Show which elements of this standard are met by your product. Delete all buzzwords and hype.
Conclude / Offer	9.	TRANSITION to view of narrator’s head.	[NARRATOR:] Master the acronyms and make your collateral follow the formula. It’s a good way to sell more I-T to the government.
	10.	HOLD.	[NARRATOR:] Thanks for watching! Until next time, Ghostwriter says, “Write well. And good luck.”
	11.	TRANSITION to closing title: LEARN HOW I CAN HELP YOUR COLLATERAL CONNECT WITH GOVERNMENT BUYERS DAVEBUERGER.COM THANK YOU FOR WATCHING. PLEASE SHARE THIS VIDEO. FADE to black.	[BOOST VOLUME of music track to FULL.] [LOWER VOLUME of music track to OFF in transition to black.]

How to Abuse a Case Study

Ghostwriter E-Script: How to Abuse a Case Study - 2:10

Sequence	Scene	Video	Audio
Hook	1.	Display opening title: GHOSTWRITER SAYS BY DAVE BUERGER HOW TO ABUSE A CASE STUDY	[PLAY MUSIC track at FULL volume:] [LOWER music track volume in transition to Scene 2.]
	2.	TRANSITION to view of narrator’s head.	[NARRATOR:] Nothing sells better than a testimonial. Case studies should be priority one for marketing. So why is it some sabotage a case study by abusing its potential?
Problem	3.	TRANSITION to new angle.	[NARRATOR:] A case study is for affirmation. Peer testimony is crucial in today’s environment because buyers are afraid. They can’t afford a mistake. People feel safer buying product with a witness.
	4.	HOLD.	[NARRATOR:] Abuse to a case study occurs when editorial decisions strangle a peer connection. The culprit is vendor obsession with product.
Solution	5.	CUT to photo of IT gear superimposed by “forbidden” symbol. (No motion.) CUT to photo of male IT worker. (Add motion.) CUT to photo of female IT worker. (Add motion.)	[NARRATOR:] Think of a movie. The star is not a THING. In a case study, the star should be the PERSON who led a successful deployment. A good story shows why this person is a HERO … [BEAT] … thanks to you.
Example	6.	TRANSITION to view of narrator’s head.	[NARRATOR:] For a strong story, find a hero who wants to enhance their professional reputation. This motivation is pure gold to a writer.
	7.	HOLD. OVERLAY bullet points: KEEP IT SIMPLE STAY LOOSE! LISTEN FOR GEMS	[NARRATOR:] Start by providing a handful of questions before the interview. They prime the pump and help get the hero talking. Avoid the trap of a long, rigid checklist. And stay loose! Listen for unexpected gems about internal process, obstacles and benefits. These quotes are the bedrock of a compelling story.
	8.	HOLD. CUT to photo of HERO, then DISPLAY ARCHTECTURAL DIAGRAM as picture-in-picture at LOWER LEFT.	[NARRATOR:] The hero will connect with your prospects if the story is conversational – just like you’d tell someone in the hallway. Also, include an environmental photo of the hero. It cements a peer connection better than an architectural diagram. And the photo is handy for reuse by the media.
Conclude / Offer	9.	TRANSITION to view of narrator’s head.	[NARRATOR:] Stop abuse and showcase heroes of your case studies like stars. They’re sticking their necks out for you, so they deserve the spotlight. By making users the stars of your stories, you will glean huge leverage for selling.
	10.	TRANSITION to new angle.	[NARRATOR:] Thanks for watching! Until next time, Ghostwriter says, “Write well. And good luck.”
	11.	TRANSITION to closing title: LEARN HOW I CAN HELP TURN YOUR CUSTOMERS INTO STARS DAVEBUERGER.COM THANK YOU FOR WATCHING. PLEASE SHARE THIS VIDEO. FADE to black.	[BOOST VOLUME of music track to FULL.] [LOWER VOLUME of music track to OFF in transition to black.]