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I BELIEVE IN WHAT JOHN CAGE ONCE SAID. “I can’t understand why people are frightened of new ideas. I’m frightened of the old ones.”

Guest post by: Billy Sharma

Article Overview: The most powerful single word in direct marketing is no longer "FREE". It’s "SO?"

I BELIEVE IN WHAT JOHN CAGE ONCE SAID. “I can’t understand why people are frightened of new ideas. I’m frightened of the old ones.”

The most powerful single word in direct marketing is no longer "FREE".

It’s "SO?"

What most people don't realize is that when your reader receives a direct mail message in any form, from a television commercial to a text-message, they glance at it and say, "So? What's the big deal?"

In his last book Purple Cow: Transform Your Business by Being Remarkable, Seth Godin stressed that the key to success was to find a way to stand out from the herd--to be the purple cow in a field of monochrome Holsteins.

In his new book, All Marketers Are Liars, he clarifies this point more explicitly.

I have found that getting people’s attention today is harder. Consumers don’t notice anything until they decide to pay attention.

To help them decide, you either have to find a unique way to present your product or send them something they have already expressed an interest in. The latter one can be a challenge because interests change often.

Words, colours, typefaces, and images—all play a critical part in getting people’s attention.

One easy way to test your ‘curb appeal’ is to have someone who doesn't know your product or service open your package and scan it quickly. Then have them tell you what they thought you were trying to get across.

If they can't reflect it back to you accurately, rework it until someone can. Then it’s ready.

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Article Tags: all marketers are liars, consumers, curb appeal, direct mail, direct marketing, herd, holsteins, images, mail message, marketers, purple cow, seth godin, single word, television, text message, typefaces



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