Message & Media: Hook, Line and Sinker
15. Who, What, When, Why, Where and How
When faced with teaser writer's block, I jumpstart the process by starting with who, what, when, why, where or how: Why I still buy newspapers.
Three final reminders …
1. Free. It's a powerful word, but it also triggers spam filters. So use it wisely in email subject lines.
2. Don't overpromise. Ultimately, you want a satisfied, not a disappointed reader.
3. Test for the best. This is Direct Marketing 101. Teasers are an important creative element to test because they can dramatically change response. In the case of email subject lines, pretest before rolling out. For direct mail teasers and ad headlines, do A/B split tests. The results may surprise you.