I just read this article titled “Tactics to ensure your direct mail is open” in the Direct Marketing News. Being a seasoned creative person in direct marketing, I’ve read these same “tactics” a thousand times. Still I was engaged and inspired by it. Why? The author, Nancy Harhut, gave these tactics new engaging titles, and by doing so it appeared to be a new idea. For example, I’m sure all my fellow direct marketers know how effective customer testimomials or stats are. Nancy Harhut’s gave this tactic a smart new title — “the principle of social proof”. And this is what she wrote:
“Employ the principle of social proof. When people aren’t sure what decision to make, they look to others and do what they do.To trigger this response, use customer testimonials or stats about how many customers you have.”
When I initially skimmed the article, the “principle of social proof” popped right out at me and I had to learn more about it.
This article is also a good reminder that even if we are working on products that have been around a long time, renaming, repositioning, reframing the product’s benefits can be a great way to draw in or back new and old customers.
Check out the rest of the article. Like tactic number 4, “The power of pain”. Oh my what could that be? ;) Here’s the link http://goo.gl/DmZBl.
