What To Do With Teaser Copy
by Ray Jutkins

Well-written teaser copy can increase response by whetting a customer's appetite, they will want to open the mail piece to see what's inside. Here are few things to keep in mind if you elect to use teaser copy:

Make sure the teaser relates to the offer.
Don't mislead the customer just to get them to look inside.

Think benefits with teaser copy.
No benefit, no reason for the audience to look inside.

Does the teaser copy urge action?
A call to action should always be in your teasers, something like "Limited Offer."

Does the teaser copy on the outside tie in to what's on the inside?
Make sure it does. The audience will better understand what you are offering.

Do the graphics and copy work well together?
Make sure they complement the issue, not confuse it.

Does your teaser copy have a "YOU" attitude?
Make certain the customers knows what they will gain, in their language.

Does the teaser copy talk with the reader?
Don't speak at them or to them, but speak with them.

(Taken from Power Direct Marketing, by Ray Jutkins.)

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