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Such a Tease
 Category |
: Writing |
 Times Read |
: 44 |
 Date |
: 09 June 2008 07:00 |
The "teaser" on the outside of a direct mail envelope ismuch like the subject line of an email. Its only purpose isto get the reader to open the envelope, or the email.Heres an example of a teaser I wrote for a lead generatingdirect mail package targeted at pilots who are in the marketto buy an airplane. The product in this case is a one fifthshare in a light aircraft, an aircraft that normally sellsfor over a quarter million dollars."Attention Pilots! Finally... the lowest cost, most hasslefree and safe form of aircraft ownership available anywhere.(Its brand new and radically less expensive than you think.Details inside...)"I like this one because it arouses curiosity, its truthful,and it suggests a number of important benefits. How wellwill it do? Ill let you know when it mails later this year,but I think it will accomplish its purpose. Someone havingeven a small interest in buying an airplane would probablywant to learn a "radically less expensive" way to do so. Theother benefits should prod them to rip open the envelopetoo.Obviously using a teaser marks the envelope as containing acommercial solicitation. This will insure it gets tossedunopened by the 95% to 98% of recipients who have nointerest in buying an airplane. But thats OK, because mygoal isnt to convince the unconvinceable. I want to reachthe real prospects, the 2% to 5% who could be in the marketfor this kind of product. There are plenty of times when using a teaser is notappropriate. If you arent sure to use one or not, you canalways test. In that case, perform an A/B split test using asmall part of your mailing list. Then, whichever versiongives the better result is used when rolling out thecomplete mailing.This article may be reprinted freely as long as the authorsresource box is included and the article content is notchanged in any way.
About the Author
Copywriter and consultant Vincent Czaplyski is founderof http://www.impressive-resumes.com, your online source forprofessionally written "industrial strength" resumes andcover letters guaranteed to land you an interview. Contacthim at vincent@impressive-resumes.com.
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