Tap the Subconscious, Win the Sale!

Want to create direct mail that motivates your targets to take action? Take some tips from the advertising industry. These tips are based on human psychology that smart advertisers know.

  1. 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…”
  2. 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.
  3. 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.
  4. 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.
  5. 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 motivated by a wide variety of factors, and many of them are subconscious. Tap into different motivators in your messaging and see which ones are most effective with your target audience.

And, it’s not just the text or call-to-action that can motivate. Don’t forget that certain colors and the creative are also factors in helping your direct mail garner attention and foster next steps.

When you’re ready to put your direct mail ideas in motion, Multi-Craft is ready to help!

About Debbie Simpson

President of Multi-Craft in Newport, Kentucky.
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