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Three Teaser Tutorials

April 2007 By Christen Gruebel, Associate Editor, Target Marketing And Inside Direct Mail

• Construction. As with all copy, the actual words in context also can have a big impact on how the teaser resonates with a prospect. Using the word “you” helps to increase personal involvement, Scheck says. He mentions an example from The New Republic: “How did YOU help pay for a Texas billionaire’s new airport—where YOU can’t land?” Scheck also maintains that teasers don’t always have to ask a question, sometimes the mere implication is enough. This teaser, “HE (name revealed inside) will make $15 million this year—and he’s dead,” on a package from Forbes leads prospects to ask themselves, “How is that possible?” and subsequently open the piece to find out, he says.
 

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A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.

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