News
 To
Tease or Not to Tease
by Ray Jutkins
That is the question. A big decision you must make
is whether or not to use teaser copy on the outside
of your envelope. Teaser copy is the copy printed on
the outer envelope of an Admail package. Obviously,
you want your Admail to get the greatest possible
response. So, will teaser copy help or hinder you in
getting the response you need? The only way to know
this is to test. When you test here are some things
to consider:
3 ways for you to develop good teaser copy for your
Admail:
1. Explain who you are. Explain what your offer is.
Explain what the benefits will be to the prospect if
they respond to your Admail.
2. Entertain your prospect or customer. Entertain
them with something just a tick humorous. We all
know that humor can back- fire. What is funny to you
may not be funny to me. If you elect to entertain,
know your audience.
3. Enhance the product or service you are offering.
Many times this works best when you are upgrading or
cross-selling. Or, adding value to a product or
service you are selling to your current customer
base
Teaser copy has both a positive and negative aspect
to it. The negative is that the teaser identifies
the package as Admail.
The positive is that a well executed teaser can
actually increase response by whetting the appetite.
Here are 8 things you need to consider if you elect
to use teaser copy:
1. Make sure the copy relates to the offer. Don't
use copy on the outside of the envelope to trick
your prospect to get inside ... then not pay it off
with a sound offer.
2. Make sure the teaser copy offers some kind of a
benefit. If there is no benefit, then there will be
no reason for the audience to get inside the
envelope.
3. Does the teaser copy urge action? Does it ask
your prospect to get inside and do something - now?
It should!
4. Does the teaser copy tie to the opening of the
letter and brochure? Make certain that it does. Make
sure the outside ties with the inside.
5. Do the graphics and copy tie together? Do they
complement your package? Or do they confuse the
issue? Make sure they complement.
6. Does your Admail package avoid imitation?
Stealing ideas from others is good. Copying others
is usually disastrous. Don't do it! Don't even think
about it. Be original.
7. Does your teaser copy have a "YOU" attitude? Does
it talk about what the customer and prospect are
going to gain? Does it talk in their language? Make
certain it does.
8. Does the teaser copy talk with the reader? Not at
them, not to them, but with them?
Ray Jutkins is
a direct marketing specialist who works with
business-to-business and consumer clients throughout
the world. He is the author of Magic Marketing
Minutes and Power Direct Marketing.
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