Is It Possible For A Piece Of Direct Mail To Induce A Heart Attack?
| February 26, 2010 | Posted by Direct Mail Fulfillment Guru under Business |
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When I opened my inbox, I did what many people do when they mail a humanized version of a mail sorter. In a moment, I have already mentioned some notes Spam and a battery that must be examined to determine whether it is worth keeping or should be in the trash can.But today was the day of electronic mail. Today I had a mild heart attack from what I found in my mailbox.As I ordered it through the week-old pile of mail, an envelope and immediately jumped to me was all my attention. Not only had my full attention, but he had already created an emotional reaction in my body.
My heartbeat increased, the blood vessels to tighten and my breathing rate increased.I m 'do not exaggerate here, this allocation is 100% trueThe had a logo that is instantly recognizable to become an adult in America. The envelope appears to be the IRSSince this was not the tax season and own a company, I thought immediately verified. Now I have absolutely nothing to hide, but the thought of time and effort of an audit would send chills my spine.Here 's, where interesting – you remember my previous post, when I talked about the first employment, marketing ? Pause or attract attention through the use of automated search engine of the brain called the reticular activating system (RAS)? Well, this story perfectly illustrates this process.
Look, if you remember, the SAR is always looking for items of priority for us. In other words, the things we really want, what we really want to avoid things that are dangerous, pets or research problematic.The IRS logo on the front and under the "problematic" zone.When this happens, you do not ignore 'using a sort of action.Unfortunately for most companies understand that their hard earned money on advertising and does a good job on attention "stage, the next action is usually thrown into the trash or ignorance of rest of message.
But before continuing on this topic, let me finish this story because it illustrates very, very, very important point in the sale and marketing.As I opened the envelope with the hope that I was controlled by Uncle Sam I realized that I was only the victim of a hoax. The announcement was for – get this – Parenting Magazine! Cons Needless to say I was relieved, but angry time.See the same, the creative geniuses at Parenting Magazine thought they were Super Sneaky appear when the envelope was from the IRS But, like many other advertisers, they neglect to consider what happens if the numbers are beneficiaries duped.
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Do think it is a call of positive emotions? "This makes me think:" My boy, who was intelligent precisely because of their intelligence, write it in their newspapers? I really think their prospects are so stupid as to be deceived? If you think that is almost an insult to the goal market.Sometimes I never wonderHas happened? I bet it has one level or another. Most smart marketers know that they need attention for their jobs. That's why we talk about frogs, cute kids, people shouting and other strange things so often in advertising.
The advertiser wants your attention and do a great job for far.But is where everything falls apart. When a prospect to understand your chances of success are reduced more quickly than you might imagine.Interruption only a few seconds, it is now necessary to involve the rest of advertisement.Very rarely can you do when you use false alarms, as did Parenting Magazine. The real secret is to stop with a title or opening statement that is relevant to the product / service.In your case, interrupted on the basis of situations of concern or desire for self-preservation.
To make this important point clear, I want more use cases for you to understand. If you wrote a book called "How To Make $ 1 million in 30 days or less, what would you write? Cooking? Parenting? Auto? I hope you walk notOf write the art of making money yet? What if you bought a book on money and if you open it, read a lot of cooking tips? You would not
