Strengthen Teasers to Improve Response

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.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s