6 Attributes of Persuasive Direct Mail
September 14, 2015 - Brooke Thompson
Success in business depends on a lot of factors; however, one of the most important is the ability to be persuasive. Understanding key tendencies of human behavior, can help you create direct marketing campaigns that grab attention, pique interest and entice action – leading to more sales!
Charlie Munger, Warren Buffet’s right hand man at Berkshire Hathaway, is known as one of the greatest influences in the business community. In his book, Poor Charlie’s Almanack, he outlined 25 Cognitive Biases that have become a go-to-guide for consumer insights. His expertise on the various motivations of human actions can be translated to all facets of your direct marketing and help you get better results from your next campaign.
Let’s take a look at how six of Munger’s principles apply to direct mail.
- Reward and Punishment Super-Response Tendency - Incentives are a very powerful tool for motivating people to complete a task or change behaviors. Therefore, adding incentives like coupons, discounts, and loyalty cards to your mail piece gives recipients a reason to act.
- Liking/Loving Tendency - People tend to do business with people they like and are willing to overlook any flaws that may exist. So, give them a reason to like you. Illustrate with both words and images that you care, what you are willing to do for them and how your product or service helps them.
- Reciprocation Tendency - In general, we like to return the favor when someone has done something for us. Consider giving your prospects or customers something of value unprompted. Small gifts or free samples engage this tendency and increase the likelihood that people will want to do business with you.
- Deprival-Superreaction Tendency - The preference to avoid losing something is stronger than the drive to gain something. Exclusive, time-sensitive or limited quantity offers create a sense of urgency, and the fear of missing out will motivate people to take action.
- Social Proof Tendency - It is automatic for us to think and act the same as those around us. Customer testimonials are a great way to show your prospects that people just like them are happy and satisfied using your product or service.
- Lollapalooza Tendency - As multiple cognitive biases are used together, the results are even more powerful and more effective. Keep these principles in mind and work them into your messages each and every time.
As you can see, a big key to creating persuasive direct mail pieces is understanding what motivates people to take action and why. To maximize response rates, Allegiant Marketing Group has studied, developed, and implemented a system to apply the best practices of communicating their clients’ direct mail messages in the most persuasive way.
Are you ready to make your next direct mail campaign more persuasive? AMG can help! Contact us to determine if a partnership is right for you.