Teaser:
In Direct Mail, It's Not Just What You Say...

Inside:
It's where you say it!

4 Opportunities To Capture A Reader's Attention

What you say where in a direct mail package can mean the difference between success and failure. Here are four copy areas that deserve special attention.

1. The Outer Envelope
The copy line on the outer envelope is called the teaser. It entices the reader to look inside for an answer, a solution, a prize, a payoff. Be creative! The teaser can determine whether you letter gets trashed —or gets opened and read.

2. The Johnson Box
The Johnson Box is the headline on your direct mail letter and like all good headlines it gives the reader a reason to read on. Studies show that the Johnson Box gets read: the eye immediately travels to it. So if you have a great offer or a special low price or a free gift, state it here.

3. The Postscript
Check your mail this evening. You probably won't find a DM letter that doesn't include a P.S. The P.S. is the best read part of the letter, so make it work for you. Use it to outline the offer and highlight the benefits. If the P.S. is intriguing, the reader will search the body of your letter for the details.

4. The Reply Card
Always remember to recap the offer and benefits on the reply card. If there's a time limit (always a good idea) state it here. If there's a guarantee, make sure it's printed on the reply card. Leave nothing to chance: be very clear and explicit.

Direct mail is a powerful selling tool and the more you know about what works and what doesn't, the more effective your effort will be.