Makana’s Textbook Direct Mail Creates, Rewards Curiosity
In direct mail, the teaser often decides whether an envelope is opened or discarded. Makana’s package uses two of them.
Mailer Name: Makana
Date Mailed: May-December 2015
The late copywriter Mel Martin built Boardroom into a powerhouse publisher by mastering the fascination. These teasers grab a reader’s attention while almost revealing an interesting fact. The one used on the front of this envelope is no different. “Why Hawaiians Don’t Age Like the Rest of Us!” it reads.
The “answer” is not revealed on either side of the envelope, but it is inside. The letter begins with the company founder noticing the “spark, vitality, and glow” of people in Hawaii. He eventually finds and combines several nut oils into a skin cream, “makana.” The rest of the letter describes how it solves a prospect’s needs. It also includes testimonials and order options.
The outer envelope also teases a free set of tips for “radiant skin and lifelong health.” Nine of them are pretty basic, e.g., “Water – The True Miracle Work.” A few sentences for each provide the plastic surgeon’s explanation.
In the tenth tip, the doctor recommends the use of the skin cream. “Unlike any other formula I’ve used, makana protects your skin against aging,” she claims. Like the reply card and letter, the tip booklet offers a money-back satisfaction guarantee.
Spend time thinking about and testing your teasers, whether you use them on an envelope or in a subject line.