Newsletter publishers also use a variety of copy drivers in their teasers. One is the promise of wealth. Forecasts and Strategies, for example, promises “This ‘China Secret’ Is About to Create Hundreds of New American Millionaires. Here’s How to Become One of Them …” (Archive code #270-173590-0608) and Options Hotline informs prospects, “You’re invited to join a small group of subscribers who could have made ONE MILLION DOLLARS on just 1 recommendation a week” (Archive code #270-652213-0607).
Another popular strategy is to reference current events, as 21st Century Investor does in a July mailing that offers, “A Lifetime of VERY CHEAP Gas… plus a FREE TANK OF GAS TODAY at any local gas station, see inside…” (Archive code #270-707737-0607) and as Dan Pilla’s Confidential Tax Bulletin does: “Confidential Insider Briefing on New Surveillance Collection & Tax Enforcement Tactics from America’s Foremost Expert on the IRS …” (Archive code #270-704771-0608).
Graphics also are popular among some newsletter mailers, such as Value Line, which uses bar charts to illustrate how its stocks beat the Dow and S&P over one, five and 10 years (Archive code #270-171688-0607), and Porter Stansberry Investment, which uses line graphs to demonstrate how the Federal Reserve manipulated stock prices in 1934, 1951 and 1970 (Archive code #270-707438-0607).
One to Watch: Outer envelope teasers have been particularly successful for Harvard Men’s Health, which has a long-term control covered with them (Archive code #250-416569-0607). The outer of this 9˝ x 12˝ effort is white, with black and red writing. The address side of the envelope features the teaser, “Why do some men…” printed in large, black letters. Below that is a red bar with reversed-out type promising readers, “Candid answers FOR MEN ONLY from the physicians at Harvard Medical School. FREE ISSUE - FREE GIFT - OPEN NOW!” And copy in parentheses above the address window invites prospects to “Open and be surprised!”