Magic Marketing Minutes article INDEX
Teaser Copy (Part II)
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:
- 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.
- 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.
- Does the teaser copy urge action? Does it ask your prospect to get inside and do something - now? It should!
- 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.
- Do the graphics and copy tie together? Do they complement your package? Or do they confuse the issue? Make sure they complement.
- 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.
- 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.
- Does the teaser copy talk with the reader? Not at them, not to them, but with them?