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.

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 [..]

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 [..]

Mail “returned to sender,” typically because the intended recipient is no longer at the mail’s address, or because of problems with the address itself.

What you promise in exchange for a response from the prospect. It had better be compelling: The offer is second only to the list (the people to whom you’re directing your message) in its impact on res [..]

Again, from journalism, a line of copy just above the headline that’s used to create context or “kick” interest for the story. Example: