The goal of anyone in business is to sell their product or service. The age old question is how do you convince someone to buy it? Your message must be persuasive! Persuasion is a key component of effective marketing and the art of persuasion is based in science. Gil Boyne, an expert in the field of persuasion, gives us insight into how the mind works and techniques that when applied to direct mail pieces increase your response rates.
Use the present tense
Present the desired outcome as an accomplished fact. The past is remembered, the future is imagined and the present is now. Focus your direct mail copy on the present to entice your prospect to take action sooner rather than later.
Write with tone inflection
Simulate audible tone inflection in your copy by using visual clues like bold, italics, and underline to emphasize importance. Help the reader find the key parts of the message like the headline, bullet points or call to action.
Paint mental pictures with words
Use adjectives to create images in your prospect’s mind. In addition, simply stating “picture yourself” before describing the benefits of your product or service allows your prospect to imagine themselves enjoying it more fully.
Avoid using the following words in your direct mail message: but – never – won’t – can’t – not – don’t. Anything written after these words typically gets ignored and leaves the reader with a negative mental image. Make sure the images in your design are positive as well. Avoid ugly “before” whitening your teeth type pictures and just show the “after” picture to get a higher response rate.
Generate excitement with emotional words
Inject feeling into your copy with emotional and exciting words such as: Powerful – Joyous – Fantastic – Thrilling – Fascinated – Triumphant – Beautiful – Abundant. People remember more of how you made them feel than what you said.
Keep it short and simple
In direct mail copy, short and simple statements and questions have the most impact. Technical words or phrases often confuse and turn off prospects. Leave the more detailed and complex information for the sales call.
Are you ready to make your next direct mail campaign more persuasive? Would you like to increase your response rates? Allegiant Marketing Group has the expertise to help you create persuasive mail pieces based on these techniques to maximize your ROI. Contact us to determine if a partnership is right for you.