What do direct mail teasers, subheads, captions, and callouts have in common? They're often read more (and read more often) than body copy.
Don't get us wrong. We love writing body copy for B Direct clients and appreciate reading copy written by other creative teams. Good copy is like melodic music. And, continuing the metaphor, bad copy always sounds a bit tone-deaf — consider that a warning if you've already relegated copywriting and/or editing to ChatGPT.
Whether you buy into the goldfish comparison or not, humans have a notoriously short attention span right now. They have to be terribly interested (or awfully bored) before they'll commit to reading long-form copy. Not only are teasers, subheads, captions, and callouts quick and easy alternatives, but they're usually designed with more visual appeal. Most marketers recognize this, and some use it to their advantage.
Take, for example, the simple self-mailer we just received from our friends and long-time collaborators at the USPS.
The piece is two panels, folded to 4.75" x 6". Addressed to "Postal Customer," a teaser reads "Open to see our key holiday ship-by dates and how we can help you deliver joy this season." There's an indicia, familiar USPS logo, and two certification seals attesting to how sustainable and green the organization is.