Extra! Extra!: Use News in Teaser Copy to Get Your Direct Mail Opened

You could create the most effect pitch in the history of your organization, but unless you get your recipients to open your mail piece, you might as well send them last week's newspaper.

So how do you get your mailing opened and read? You could use irregularly-shaped packaging, but doing so will cost you exponentially more in production and postage. You could ship your mail pieces via first class mail, but that, too, will increase your postage expenses significantly.

Or, for just a few cents per piece—or for free, if you're designing a self-mailer—you could draw your recipients into your mailing by printing teaser copy on your envelopes.

According to advertising expert John Caples in his book, "Tested Advertising Methods," writing successful teaser copy isn't just the luck of the pen: it's the careful application of time-tested formulas.

Although Caples identifies 35 specific formulas, he breaks them down into four main categories: news, price, key words, and other.

1. News. What makes news effective subject matter for teaser copy? People like advances. They like innovations that make their tasks more bearable, their work more effective, and their personal life more satisfying. They like keeping up with change.

You can tap into this natural curiosity more easily than you may think. Try including dates or using "newsworthy" words in your teaser copy. Words such as "introducing," "announcing," "now", and "new" will grab your prospects' attention and make them want to read more.

2. Price. For many consumers and donors, the decision to buy or donate comes down to one question: how much will it cost me? Particularly if it's a reduced price or a special offer, including a dollar figure in your teaser could be just the thing that gets your direct mail package opened.

3. Key words. You probably already know the marketing value of the "f" word, "free," but do you know which "w" words you should be employing in your teasers? According to Caples, "why," "which," "who else," and "wanted" will likely get your mail opened.