Using Psychological Triggers For Direct Marketing Conversions
Creating a direct marketing campaign involves pre-determining what the result of the program should be. There should be clear and actionable results to the campaign, and these should be measurable.
To improve the response rate to direct marketing, including direct mail, there are several psychological triggers that can be incorporated into the content.
One of these triggers is to be sure that the content is written in the perspective of the recipient.
Writing using "you" language is one of the most frequently overlooked mistakes that marketers make. Many tend to write from their own or the company's perspective.
Consider which of these two appeals is stronger:
a) We offer three types of programs.
b) You have a choice from three types of programs.
The second appeal is in terms that a reader can identify with, and consequently, will be more likely to respond to. The first appeal is from the company's perspective. While both may accurately depict the offer of the company, putting your content in terms of the reader and using "you" language is much more effective when it comes to eliciting a response and stimulating conversions.
Wilde Agency specializes in creating direct marketing campaigns which harness the psychological triggers that drive consumer behavior.