Can you guess the No. 1 magazine in your dentist’s office?
Here’s Psychotactics on the power of suspense in copy. And how it’s different than mystery.
Good envelope teasers are tried and true examples of this technique in subscription direct mail. But why stop there? Below is a letter I wrote recently for EBSCO — the reception room magazine service. It uses suspense to drive readers even deeper … onto the order form.
The technique is simple. Find a fun fact related to your offer. Tease it with a question. Promise to reveal the answer momentarily. Ask readers to guess. Frame possible answers around your benefits. And just when they can’t stand the suspense a second longer — hold back yet another moment more — wait for it — and then …
The secret to suspense that succeeds is to take readers to a razor’s edge of knowing. And once there, strike a harrowing and compelling balance between frustration and fulfillment.
It’s not as hard as you may think. The idea is to do in copy what we all do in relationships when we tease: Attract attention. Build interest. And develop so much desire, you can perform the ultimate marketing jujitsu: Prospects so eager to end the suspense** they literally beg you to close the deal — by becoming buyers.
** Did you guess the most popular? Here they are 9 to 1:
9. Consumer Reports
8. National Geographic
7. Southern Living
6. Newsweek
5. US Weekly
4. Better Homes & Gardens
3. Time
2. Sports Illustrated
1. Use the form below to send me your guess, and I’ll respond with the answer you’re looking for…
