We received a mailing from a small private university with this teaser:
The free guide you asked for is here! Look inside>
I opened the #10 envelope and inside was a letter and color brochure (the free guide). The headline on the cover of the brochure guide was “Getting a Private College Experience at a Public University Price.”
I like that line. It delivers a strong message. I wondered why it wasn’t incorporated in the teaser. The “free guide you asked for” teaser is generic. It doesn’t promise much of anything.
But what about something like this:
Your FREE guide inside: “Getting a Private College Experience at a Public University Price.”
It’s smart to treat teasers like ad headlines. Don’t settle for first efforts. Write a bunch, set them aside and then choose the best one. When you strengthen teasers, you’re bound to improve your response rates because more people will open the mailing.
Neil Sagebiel 