Throwback Thursday: Boardroom and the Most Powerful Teasers
A compelling copywriting technique perfected by the great Mel Martin is the hallmark of this direct mail piece.
Mailer Name: Boardroom
Date Mailed: September-October 1994
Martin was hired by the late Marty Edelston to help build Boardroom (now Bottom Line Inc.) into a powerhouse information publisher. His solution was the “fascination.” It teases an interesting fact, without revealing too much. The jumbo type on this outer envelope is typical of how to get a prospect inside. “WHAT CREDIT CARD COMPANIES DON’T WANT YOU TO KNOW” it reads.
The product in this case is “The Big Black Book.” It compiled content from Bottom Line: Personal, the company’s flagship direct mail newsletter. The six-page letter alone lists dozens of fascinations. They intrigue the reader, and maybe even cause some anxiety, but don’t provide a payoff.
- What never to heat in a microwave oven. Never! Page 64.
- How to collect real estate income tax-free. Page 411
- When “low-fat” means loaded with fat. Page 70
Customers who order a free trial of the book also get a free booklet. “Best Kept Secrets in America” is also promoted with fascinations. Like the rest of the package, as well as other Boardroom efforts, they capitalize on a desire for “secret” information.
You can view the entire Boardroom package to see how fascinations prompt the prospect to continue reading. To download a free PDF of this mail piece, courtesy of Who’s Mailing What!, please click here.
Provide just enough information to create intrigue and concern in the prospect, and get them to act.