Q |
What is the purpose of teaser copy? |
A |
To pull the reader into a mailing and compel him or her to
learn more. |
Q |
Where do you use teaser copy the most? |
A |
Everywhere. The copy on an outer envelope
that persuades you to open it . . . a headline at the top of a letter
that convinces you to read on . . . a copy callout that highlights
a product benefit and drives you to continue reading . . . a well-placed
testimonial that supports the mailing’s offer . . . it’s
all teaser copy. |
Q |
What are the key ingredients of a good teaser? |
A |
Anything that trips one of the reader’s emotional
triggers and drives him or her to read on. (Teaser copy is the
appetizer that makes a reader eager for the main course.)
Read
more about emotion-driven copy. |
Q |
How far is too far with teaser copy? |
A |
If you’ve given the reader a strong reason to act,
the complete offer, and all the information needed to respond,
you’ve got the copy for your letter half written, or your
brochure. What you no longer have is teaser copy. (You’ve
put the entire meal on the table at once.)
Don’t get carried away. Be truthful and don’t
promise what you can’t deliver. |
Q |
How can you track the success of your teaser
copy? |
A |
I know of, and have taken part in, tests of teaser copy on
outer envelopes . . . lengthy, story-like copy versus a short question
versus no teaser . . . with all other elements of the mailing being
the same. And with various, accurate test results. Read
more about direct response testing. |
Q |
Any last advices to keep in mind when writing
a teaser? |
A |
1. Write copy that makes the reader stop.
2. Write copy that makes the reader think.
3. Write copy that makes the reader feel.
4. Write copy that makes the reader want more. |
