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Pride and ego.
Heard of those terms before?
Like it or not, pride and ego are two very powerful forces. It’s not hard to think of them only negatively – we’ve seen them sink companies, topple leaders, and drive otherwise good people into the land of no return.
But the truth is they get a bad rap. And you can make the less malicious sides of both pride and ego work for you in your next direct marketing campaign.
Victor Schwab had that in mind when he published his 1956 "Mail Order Strategy" listing the 40 main "emotional drivers." The third category contained 10 things that all relate to pride and ego.
People want to be:
1. Good parents, bosses, employers
2. Creative
3. Efficient
4. Recognized authorities
5. Up-to-date
6. Gregarious
7. "First" in things
8. Sociable, hospitable
9. Proud of their possessions
10. Influential over others
Sounds about right, doesn’t it? Which of these items relates most to your business? Take a fresh look at that and consider what you need to emphasize more explicitly.
Just don’t let the great results go to your head.
Well, maybe just a little.
Call us. Let’s talk about how we can make you truly proud of your direct marketing.
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