The goal of writing marketing copy is to get people into taking action. Like buy my product or service.
The more you address specific human elements that motivate your audience, the greater your chances of moving them into action, calling, e-mail or buying.
So, what moves people, besides a big truck?
- People cannot resist a bargain. People seek pleasure and satisfaction. People like exclusivity. And some are even moved by greed.
- People seek to improve themselves. They want to save time. People seek security and safety.
- People seek power, stature, fame, flattery from others and inside information. They are often envious, revengeful and proud.
- People want to make money, save money, save time, stay healthy, become more knowledgeable, increase their status, boost their prestige.
This is a never-ending list as we try to understand the human mind and how it relates to purchasing your products and services. You need not attempt to solve the human condition in every direct marketing piece you write. But it’s recommended to learn continuously about your customers.
What you need to do is think carefully about what you sell, to whom, and how best to make them want to act.
It’s a complicated activity and, at the same time, it is easy. Your direct marketing must lead people to consider worthy opportunities to improve their personal situations. Train your mind to react to them.
It becomes much easier when you take the time to keep learning more about your customers and provide products and services that exceed their expectations.
Some of those expectations may even be in the preceding paragraphs. It’s all about learning and doing.
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