When writing marketing copy for your direct mail, email, and other marketing communications, do you focus on features and benefits? If so, you might want to think again. Increasingly, marketers are using emotional and psychological triggers instead.
One of the gurus of marketing copywriting is Denny Hatch. In his e-book “Secrets of Emotional, Hot-Button Copywriting,” he looks at seven triggers that tip readers over the edge and get them to act. These are fear, greed, guilt, anger, exclusivity, salvation, and flattery.
Let’s look at five of them more closely.
- Fear is often used to sell insurance products. “What happens if there is a disaster? Will your family be protected?”
- Anger is a powerful tool in fundraising. “How can millions of children go hungry in right here in America? Isn’t anyone doing anything about it?”
- Guilt is a powerful motivator for selling to busy moms. “Don’t have time to cook dinner for your family? Our frozen dinners taste so much like homemade your kids will never know!”
- Exclusivity is staple in selling to affluent consumers. “Become a Platinum member and enjoy exclusive benefits, including our prestigious ‘After Hours’ party on the aquarium grounds!”
- Flattery appeals to those feeling they are missing out on the good life. “Treat yourself! Don’t you deserve the best?”
These seven emotional hot buttons appeal to a wide variety of consumers and can motivate even the most reticent to pull the trigger. Sprinkle them throughout your marketing copy and watch the results pour in.
Everyone wants to be appreciated, especially customers. Why not try using simple print and email techniques to recognize your customers publicly? By doing so, you can reinforce their loyalty, promote your brand, and encourage them spread your message virally.
There are lots of ways to recognize your customers. You can print a large-format display for your customer entrance area. You can profile them in your print and email newsletters. You can mention them in your social media marketing. While you are talking about what makes your customers great, you can weave in your corporate and product story, too.
Recognize customers for things like . . .
- Business successes (case studies)
- Industry awards and accolades
- Most creative use of your product
- Longevity as a customer
- Customer anniversaries
Consider creating a video to include in your email newsletter. It doesn’t need to be a professional production. A simple customer testimonial or product demonstration recorded on a smartphone works fine.
Don’t shy away from being edgy and humorous. Create a contest for the funniest ways to use your product. Some manufacturers of adventure gear, such as performance socks, are known for encouraging customers to share pictures of the craziest and most extreme places they’ve worn their socks. Encourage customers to send in pictures or videos that you can use to promote them, and by extension, your company. When you promote your customers, they will share out their notoriety with their friends, family, and colleagues, spreading your brand at the same time.
Need ideas for saying “thank you” and promoting your customers? Give us a call.
Investing in direct mail for customer acquisition? Your competitors are! As their efforts become more proactive and strategic, how do you plan to attract those same customers before your competitors do? Here are three proven strategies for grabbing attention in the mailbox.
- Use dimensional mail.
In a stack of envelopes, a padded envelope, a package, or some other three-dimensional mailer gets attention. Usually, these are opened first. While dimensional mailers cost more than flat mailers, they get response rates that can make your mouth water. According to the Direct Marketing Association, dimensional mailers receive response rates 200% – 300% higher than flat mailers. So when your marketing ideas take shape, make it a literal shape!
- Try out unusual finishes, folds, and bindings.
Tangible elements are what make the print channel stand out. Consider using some of the many spot coatings, textured coatings, die cuts, pop-outs, and foldouts that your customers don’t see every day. If you have been meaning to investigate fresh new options and still haven’t had an excuse to do it, now you do.
- Try new mailing formats.
Not all mailing formats are created equal. There are many different formats available: postcards, folded mailers, mailers placed into envelopes, envelopes that are personalized, envelopes that are not personalized, window envelopes, and more. Envelopes and mailers can be different sizes, thicknesses, and colors. Experiment with colored substrates, clear envelopes, and on-envelope personalization.
It’s time to get noticed! If you need some ideas or want to test new formats, substrates, and finishing options, just ask.
As marketers, we live in a world of never-ending postal rate increases. Fortunately, there are steps you can take to offset those costs. To make the value even sweeter, those steps can make your marketing more effective, too.
Let’s look at a few of them.
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