Looking to create direct mail that drives engagement and action? Here’s the Top 5 Tips from the Advertising Industry, which were created based on human psychology and practiced daily by key brands.
- Appeal to charity or environmental causes. “Help us take care of America’s lost and abandoned pets. With every purchase, we will donate . . .” Who could say “no” to one of these sad-faced, abandoned creatures? No one, of course.
- Create value by association. Advertisers will often associate a product or service with something universally accepted as noble or being of great value. Jeep recently tapped this approach with its Super Bowl ads tying Jeep to the gritty images of the faces of America’s soldiers.
- Offer exclusivity. Consumers want their lives to be glamorous. They want to feel that they deserve something special. “Not everyone gets this deal, so apply today!” Exclusivity and insider status appeal to readers’ sense of pride and entitlement and can be powerful motivators.
- Don’t miss out! People like to be part of something new. If something exciting is going on, they don’t want to be left behind. “Join the millions of Americans who have discovered…”
- Give proof positive. Every marketer makes claims about their products, but when you back them up with statistics, those claims carry more punch. A mattress company might appeal to data from studies on sleep, for example (“Did you know that people who sleep soundly are 10% more productive at work?”) or a men’s suit company might talk about the percentage of executives who form opinions of job candidates within the first two seconds.
Consumers are driven by a wide variety of factors, but many of them are subconsciously motivated. Tap into different motivators in your messaging with PrintComm/Marketing Impact and see which ones are most effective with your target audience.
