SMART BLAST

Nothing sells like babies and puppies.

The cliché may be old news – in fact more than 50 years old -- but the idea behind it is not.

Babies and puppies sell because they appeal to the emotions of the audience. Who doesn’t feel some emotion when they see a giggling, round-tummied baby or romping, wide-eyed golden retriever?

Emotions are at the core of our human existence – and increasing the success of your next direct mail piece may be as simple as more consciously connecting to the emotions of your targets.

In 1956, Victor Schwab compiled a list of 40 “emotional drivers” in his “Mail Order Strategy.” Because this is such an extensive list, and because it’s so important to remember in our business, I’m going to spread this list across four Smart Blasts and share with you one section per week.

People want to gain:
1. Health
2. Popularity
3. Praise from others
4. Pride of accomplishment
5. Self-confidence
6. Time
7. Improved appearance
8. Comfort
9. Advancement: social-business
10. Money
11. Security in old age
12. Leisure
13. Increased enjoyment
14. Personal prestige

Study the hundreds of advertisements that you stumble across this week: which ones are appealing to your desire to gain one of these 14 things? Is it done well? How might you use that idea for your own marketing?

If you can effectively play to the emotions of your audience, your direct marketing response will lift. And that means more confidence in the advancement of your business. Increased revenue. Pride in your success.

Is that thought triggering some emotion in you? Call us – we’d love to sit down and bounce some ideas around.