Once you’ve made the decision to
include teaser copy on the outside of your mailing, you need to write it.
With so much riding on a handful of
words, getting it right is crucial. The
next time you sit down to develop envelop teaser, keep the following tips in
mind:
·
Choose your tone. To generate interest, you need to inspire
emotion. Whether you’re going for fear,
greed, empathy, or curiosity, make your audience feel to get them to act.
·
Don’t give up all the goods. Your teaser copy should raise questions, not
answer them. If you reveal your offer
on the outside of your envelope, you eliminate any need for your prospects to
venture inside. Speaking of questions…
·
Don’t ask a question that can be
answered “yes” or “no.” You could lose
prospects without them ever opening your mailing.
·
Remember: what works for consumer mailings won’t
necessarily work for business mailings. One
key to getting past mailroom gatekeepers, says Craig Huey, President of Creative
Direct Marketing Group, is to focus on conveying value.
·
Call out your audience. Let your prospects know that the offer inside
has been developed specifically for them.
Even after you’ve written your envelop
masterpiece, be sure to test it and tweak it, if necessary.
Happy writing.
No comments:
Post a Comment