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The CopyWriters Connection
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Sophisticated Teaser GarbageViews: 322
Feb 19, 2006 2:33 pmSophisticated Teaser Garbage#

Steven Boaze

Wouldn't you want your marketing copy to be so
compelling that people would be ripping your
message with their teeth to find out what it's
all about?

I'll bet you would!

Let me tell you what Readers Digest does for
every single issue they publish, to build up the
most curiosity possible. They pick their stories
months in advance and assign titles to them.
Titles for the Table of Contents. Then, they
bring in focus groups to pick from more than a
dozen titles to put on the paper cover that you
see on top of each magazine.

For example, if a story is called, "Lower your
weight by reducing your fat!" they will probably
end up with a cover title something like,
"Amazing fat loss diet!" or "Six steps to quick
weight loss!," or "Dr. reveals simple diet to
lose weight without cutting calories!" Or
something like that. The point is that the real
title is too "professional" to get much
attention.

So, the people at Reader's Digest know they have
to tease you to get you to pick up the magazine
at the checkout counter. Keep in mind, Reader's
Digest is one of the most successful publications
in the world. So let's listen to their wisdom!

Steven Boaze

Private Reply to Steven Boaze

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