When you use envelope teaser copy, you are advertising the fact that there's advertising inside the envelope. So, you'd better be sure that the teaser copy says precisely what you want it to say and that it makes the reader WANT to open the envelope to get to the information inside.
If the teaser doesn't in some way compel the reader to look inside, he won't. In that case you would have been better off not using any teaser.
What kind of teaser copy works best? One that directly or indirectly promises a powerful benefit(s) to the recipient is always a good, safe choice. Example ...
Are you fed up with your dentures?If so, here's a solution you'll appreciate (see inside) ...
Teaser copy should always be treated as a major creative copy component, not an afterthought. You should spend as much time on it as you would the headline of an ad.
Copyright 2007 by Galen Stilson
