Direct Mail Teaser Copy

Paul at Brand Autopsy wrote about being let down by direct mail teaser copy that misled him…

He received a direct mail piece from Sports Illustrated with “Do Not Bend” on the envelope. After opening it, there was nothing inside to warrant the teaser.

This is a dumb — even “rookie” — mistake by SI, and I’m surprised the copywriter they hired made it. If you are going to tease someone on the outside of the envelope, you damn well better follow up on it on the inside. Otherwise, disappointment and a feeling of having been “taken” sets in. Instead of thinking about the offer, the recipient is thinking about the con.

A simple photograph as a grabber would have solved all of this for pennies. Dumb, dumb, dumb.

{ 3 comments… read them below or add one }

1 Anonymous December 14, 2005 at 7:12 pm

I think every direct mail piece I’ve ever opened has been a let-down—credit card and loan “preapproved” ads would be the number one type of mail that has nothing inside that warrants the teaser on the outside. My solution? Tear up anything sent to you unsolicited.——-

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2 Anonymous May 25, 2004 at 1:05 am

Paul promised to send coffee compliments of Starbucks too.  Still waiting….gosh darnit.

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3 Anonymous May 25, 2004 at 6:05 am

Paul promised to send coffee compliments of Starbucks too.  Still waiting….gosh darnit.

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