Message & Media : Hook, Line and Sinker
15-plus tips for writing effective cross-channel teasersOctober 2013 By Pat Friesen
Just because it's short doesn't mean writing effective teaser copy is easy. Creating teaser copy is part science, as well as part art. Good teasers make the difference between success and failure for emails, direct mail, even Twitter and blog posts.
Long before I wrote outer envelope teasers for direct mail, I was an avid fan of those tantalizing blurbs on magazine covers like Glamour and Seventeen, as well as my mother's Good Housekeeping and Ladies' Home Journal. I still love analyzing the words magazine editors so carefully choose for their front covers in an effort to entice me to buy and read their magazines.
Recently, I saw a great example when checking out at the grocery store. Prevention's August issue promised its targeted audience of age-conscious females the following:
- Health Secrets for Your 30s, 40s, 50s+
- Get Slim after 40
- The New Science Belly Breakthrough
- 20 Award-Winning Skin Creams that Work
- Sweet! Ridiculously Easy Dessert
- PLUS Love Your Age
And lest you think teasers are only successful on the covers of women's magazines, a recent Money magazine that arrived in our mailbox catered to both male and female readers with the following teasers:
- Best Deals on Everything!
- 5 Steps to a Safer Portfolio
- Why Big Banks Are Still Risky
- How Health Care Is Changing
- The Secret to Retiring Well
But here's a change: The teaser copy once found primarily on magazine covers and direct mail outer envelopes is now used across marketing channels. Take a look at these real-life examples.
• Email subject line: Don't buy your Halloween candy before reading this.