In direct mail, the brief bit of copy on the outer envelope. It has just one important job: To get the recipient to open the envelope. If the teaser fails, everything else is moot.

Unique Selling Proposition. A promise a company can fulfill that distinguishes it from its competitors.

Miniature headlines, in smaller type than the main headline, used to break up the monotony of long strings of text AND to communicate the major points of your story at a glance.

A brief, static phrase intended to accompany the brand name/logo on a variety of marketing materials, such as FedEx’s famous, though no longer used,  “Absolutely, positively overnight.” A good tag lin [..]

What businesses want with hot prospects and customers. Unfortunately, these “relationships” tend to be rather one-sided, as we’re more eager to “relate” to them than they are to us.

In an article or in a more substantial marketing piece, such as a long brochure, it’s a vertical stretch of copy set apart of the main body of text, usually with its own headline and often with a spec [..]

An additional message after the formal closing of a letter. The P.S. is second only to the Johnson box in readership and usually restates the offer and/or a key benefit, often with an additional appea [..]

A piece of evidence, such as a statistic, endorsement or physical description, that substantiates your marketing pitch. You can never have too much proof. Yet too many messages go out with too little.

The unique place a brand or business occupies in the market or in the mind of its prospects and customers. The simplest way to articulate a position is to think of your brand as the [blank] kind of pr [..]

In a mail package, an additional message, often from the president or a satisfied customer, that complements the main message in the letter and brochure. The tone is usually casual with an eye toward [..]