Message & Media: Hook, Line and Sinker
• Direct mail letter Johnson Box: Would you like brighter, healthier, more evenly toned skin in just 2 weeks?
• Email link to Web page: Find fun discounts on movies, major league baseball, museums and more here!
• Twitter post: Are you driving one of the most stolen vehicles in 2013? Find out: http://ow.ly/o0eqE
• Direct mail outer envelope: Discover an easier way to add an hour of productivity to your day GUARANTEED.
• E-zine teaser to clickthrough to article: 10 tips for boosting smartphone battery life.
• Copy showing through outer envelope picture window: Are you paying too much for your business insurance? Find out inside.
• Facebook ad: OZ Tip to Erase Body Fat.
• LinkedIn article: 9 types of entrepreneur. Which type are you?
• Video teaser: What's next for fiscal cliff negotiations? Watch this video.
• QR Code: Scan this with your smartphone for a video demonstration.
The trick to writing effective teasers—no matter which channel delivers them—is to leave your reader hanging and wanting to know more. Here are 15 tips:
1. Arouse Curiosity
Tap what you know about your reader to increase open rates: What do you have in common with these 5 famous writers? (I admit it; I bit!)
2. Ask a Question
The trick to asking the right question is to be certain you know what the answer will be: Would you like to know a 10 second trick that prevents heart attacks?
3. Create Mystery
Who doesn't love a good mystery? This one was featured on an outer envelope for Forbes magazine: He (name revealed inside) will make $15 million this year—and he's dead. (The implication is that you'll learn the answer inside.)
4. Get to the Point
Your customer is bombarded with thousands of advertising messages daily, so be succinct: We want you back.