The "teaser" on the outside of a direct mail envelope is
much like the subject line of an email. It's only purpose is
to get the reader to open the envelope, or the email.
Here's an example of a teaser I wrote for a lead generating
direct mail package targeted at pilots who are in the market
to buy an airplane. The product in this case is a one fifth
share in a light aircraft, an aircraft that normally sells
for over a quarter million dollars.
"Attention Pilots! Finally... the lowest cost, most hassle
free and safe form of aircraft ownership available anywhere.
(It's brand new and radically less expensive than you think.
Details inside...)"
I like this one because it arouses curiosity, it's truthful,
and it suggests a number of important benefits. How well
will it do? I'll let you know when it mails later this year,
but I think it will accomplish its purpose. Someone having
even a small interest in buying an airplane would probably
want to learn a "radically less expensive" way to do so. The
other benefits should prod them to rip open the envelope
too.
Obviously using a teaser marks the envelope as containing a
commercial solicitation. This will insure it gets tossed
unopened by the 95% to 98% of recipients who have no
interest in buying an airplane. But that's OK, because my
goal isn't to convince the unconvinceable. I want to reach
the real prospects, the 2% to 5% who could be in the market
for this kind of product.
There are plenty of times when using a teaser is not
appropriate. If you aren't sure to use one or not, you can
always test. In that case, perform an A/B split test using a
small part of your mailing list. Then, whichever version
gives the better result is used when rolling out the
complete mailing.
This article may be reprinted freely as long as the author's
resource box is included and the article content is not
changed in any way.
About the Author
Copywriter and consultant Vincent Czaplyski is founder
of http://www.impressive-resumes.com, your online source for
professionally written "industrial strength" resumes and
cover letters guaranteed to land you an interview. Contact
him at vincent@impressive-resumes.com.