Four Tips for Creating Emotional Direct Mail Appeals

Posted by suzyQ under Direct Marketing
From http://www.targetmarketingmag.com 5916 days ago
Made Hot by: on February 8, 2008 10:10 pm

While there is no single element or component that accounts for a mailing's long-term chances, analysis of long-term controls received by the Who's Mailing What! Archive—a direct mail library and competitive tracking service—reveals one common messaging tactic: a strong emotional appeal. Here are three examples of long-standing control packages and insights on how each one achieves an emotional pull.

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Comments

Written by iandenny
5895 days ago

Handy little tip on emotion. Don't you just hate marketing? In my humble opinion, too much of marketing is written from the perspective of the author with a product to peddle. If we are marketing, think about the person receiving the message. They are emotional beings.

Think about the hierachy of needs that Maslow sagely taught. While he has his detractors, survival is the most base appeal you can make. Either of yourself, or others. We do not wish to die. That is our most base need. Like it or not, we look after number one first when someone is rushing towards you with a large knife.

Next, particularly parents, we have empathy with the survival of others.

Then you have things like hunger, warmth, shelter. Beyond that you move on to a sense of belonging to a group. And eventually you become like Bill Gates. Your survival and comfort is guaranteed, so you look towards philanthropy.

So forget your product or service. It's a "thing". Appeal to the emotions of your chosen audience and how it helps them fulfil that emtional desire. Oh, and by the way, give them the justification too if they need permission or are judged by others for their purchasing decision! Your product/service may be bought because it makes your client look good or belong to a particular group, but they may hesitate unless you point out the benefits that others would want to see to justify the purchase.

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