To tease or not to
tease ... that is always the question.
At least it has always
been the question for Direct Mail.
And to some degree
for Fax Broadcasts or Fax Marketing programs.
Teaser copy is the
copy printed on the outer envelope of your mail package. Or as a "headline"
of your fax-flyer. In both instances you're looking for high readership.
So, will the teaser help - or hurt? That is always the question for mail
For E-mail it is different.
In a few short years we've learned the tease is mandatory for E-Mail
Marketing. What's in the subject line is what pulls your reader in - or
sends them away.
The only way to learn
if you should use teaser copy or not ... and what it should be if your
answer is "yes" ... is to test. Here are 13 Platinum
Ideas to make the teaser copy concept work in your E-mail, fax messages
and direct mail.
Idea #1. Explain
who you are
People buy from people
they know. If you are the big player, have a reputation, a high quality
image, a huge awareness, a meaningful position, life is different. That
is, when you are well known, you don't have to do or say much.
If you do not have
all these factors going for you - you must tell your story. And you can
begin with the tease.
You start at the top,
in the beginning, up front with your news, your message. Including who
you are to bring this wonderful opportunity to this select marketplace.
Facts and figures
draw attention - and can prove your worth to your prospect audience. Explaining
can begin your story.
Idea #2. Entertain
your prospect or customer
What is funny to me
is not to you. When you smile, I frown.
We all know comedy
can back-fire. Still, when you entertain with something just a tick humorous,
you most often get attention. And a listening or reading audience. Which
is exactly what you want to happen.
If you elect to entertain,
be 100% certain you are comfortable with your audience. And know they
will be comfortable with you.
Idea #3. Enhance
the product or service you offer
Begin your tease message
with an upgrade or cross-sell.
This works for products
and services. Where you "assume" the sale, and build upon it
with "more". With added value, some extra as part of the package.
The enhance approach
works best with customers and others who already know you. As they are
comfortable with you. They know what you offer, what to expect, they understand
When your tease enhances
it tells your audience you know them, and feel they will want this "extra".
Idea #4. Make certain
your copy relates
Teaser copy for teaser
sake is not the way to build ongoing relationships.
you say to attract, to pulllll your reader in, to get attention ... must
be paid off. In the opening paragraph or two. Maybe even in the sub-head.
Make certain your
teaser copy relates to your product, your service and definitely your
offer. Your prospect is in a hurry - make your opening message easy to
understand - quickly.
Idea #5. Offer a
Begin your message
with a benefit. Answer the WII-FM question -- What's In
It for Me. And do it fast. With 1, 2, or even 3 benefits
as part of your tease.
You can do this with
partial statements. Each a tease. The payoff answers found inside the
envelope or down the page.
You can offer a benefit
in full. And tell your reader there is more to follow.
People do not buy
features - they do buy benefits. Lead, tease, with a strong opening benefit.
Idea #6. Urge action!
Marketing, Sales Promotion,
Merchandising and Direct Marketing are all "action" oriented
disciplines. To be successful they must sell.
Meaning the buyer
must be persuaded, convinced, encouraged to take action. To phone, to
visit, to respond, to do something!
Your teaser can begin
this action process. With a choice of words selected to get action. Words
like learn, earn, make, buy, save, act and now - each that lead a buyer
to do something.
Idea #7. Tie the
outside to the inside
Tie your beginning
message to the full message.
That is, make sure
the first words your reader reads make sense when they get to the full
story. If they do not, you will loose ... your prospect will wonder off.
Mentally, if not physically.
Yes, the tease is
a hook. It is a grabber. It is a way to get attention. At the same time
it must also be meaningful. If it is "out in left field", soon
that is where you will find your prospect. Lost and wondering about. Not
good when you're trying to make a sale.
Tease - yes. And then
make the tease pay.
Idea #8. Tie the
copy & graphics together
There is no doubt
we live in a graphic world. And one of color, too.
Still, whatever image
you use to grab your prospects attention must have some relationship to
your message. Your product and service. Your offer.
A travel offer will
work best with a travel picture - vs. the inside workings of a printing
Yes, sometimes the
benefits are what you receive in return for your money; a college education
earned with borrowed money. In this instance you show the reward, not
Use a graphic as a
tease. Just make certain it relates to your product, your offer.
Idea #9. Have a Limited
Time Offer / Limited Number Offer
And let your reader
know in the tease about your L.T.O. Or L.N.O.
People respond better
to a little pressure. Much better when something is going to expire or
go away unless they act now.
Ditto for a limited
as it seems, the value is not nearly as important as the date or number.
Put a date on something - meaning that "unless you respond by "x"
date you will not be able to take advantage of this opportunity"
- and response goes up.
Tell your audience
this item is truly rare. There are "only 300 and you must
act now or you will miss out". This approach gets more people to
Begin your tease with
a drop dead date, or a limited number. And then pay it off with your message.
Idea #10. Begin your
story . . .
... with your
Meaning with the first
line - maybe the first paragraph. It is written and presented in
such a way that the reader is "forced" to scroll down B or turn
the page - to get the rest of the story. The rest of your message. To
learn about your product, your service, your offer.
Get someone to read
50 words and you can get them to read 500. Which, although it sounds like
a lot, it is less than a page and half of copy.
Yet, before you can
get a reader through 50 - you must get them through your first 5 to 15.
Not magic numbers, still important.
Hook your reader by
beginning your message early.
Idea #11. "Steal"
ideas from others is usually a good thing. Someone else may have a thought
you can "adapt" to your needs. Good. Go for it. Adapt
Still, you want to
avoid the usually disastrous approach of copying what others have done.
Even when it's legal, rarely is it profitable.
Be original. Learn
the concept, and "adapt" it to your needs.
Idea #12. Present
a "You" attitude
Does your teaser have
a "You" attitude? Vs. talking me-me-me?
Do you talk about
the customer and what they will gain when they do business with you? What
they will earn, save, make, feel or achieve when they respond?
Just as your full
message must have a "you" attitude - so must your tease. In
fact, that's where your full message begins - with the tease. That's what
your prospect sees first.
Write in the language
of the reader ... put "you" into action.
Idea #13. Talk with
No one ever likes
to be talked "at".
Few like to be talked
Everyone enjoys being
talked "with". As "with" means we're having this discussion,
this exchange, this conversation of ideas and thoughts - we're having
This concept is so
important I like to spell it this way;
Meaning you and I
will work on this program ... Two-Gether ... the two of us. Meaning we
are a team ... Two-Gether.
convince, sell ... whatever it takes to move your prospect to becoming
your customer. And do it in a dialogue that begins with a tease. That
begins when you talk with your audience.
Well, that's it -
13 Platinum Ideas to make Teaser Copy Work in your E-mail,
Fax messages & Direct Mail.
Take those that work
for you and use them in your next communication.