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3 Emotional Entry Points: Want Results? Get Relevant.

January 13, 2014 By Andrea Coville
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Ever feel like your direct marketing efforts aren't getting enough traction? Every day? Well, you're not alone.

One problem I see over and over again is that we as marketers fail to make an emotional connection with our audience. In fact, sometimes we forget to try.

If we're promoting a product, we always remember to say it's faster, better or cheaper. But we forget to delve into the more important, more resonant ways our product is important. That's why we're ultimately irrelevant to the prospect.

The best way to forge strong emotional connections is to look beyond logic. Logic is vastly overrated. Rather, find ways to appeal to your prospect's senses, values and social concerns.

1. Make Prospects Feel Your Product
How will the prospective customer feel, literally, when they buy what you're selling? Remember the excitement you felt when bought your first smartphone? How surprisingly thin it felt between your fingers? Remember the new-car-like scent of a freshly unpacked gadget? Remember those almost goosebumps that dotted your arms when you first touched the colorful screen? How can you help your prospects feel your offering in their bones before they buy it?

2. Help Them Join the Club
What will the social implications of your customer's purchase be? When you bought an iPhone or an Android, you joined that club. You wouldn't be unique if you evangelized about your choice afterward. Every purchase, vote or embrace of an idea has a social implication like this. Remember how important the right clothes were in junior high? For my daughter, her clothing choice has absolutely profound social implications. Brands couldn't be more meaningful to her. All brands have a social dimension.

3. Help Prospects Stand for Something
Everything your customers buy is a reflection of their values. If they buy a Prius, it's says one thing about their values; if they buy a Hummer, it says something else. If they go to Wal-Mart it says one thing, Target another. If they buy the same giant barbecue grill that all the other soccer dads are buying, it says something different from bucking the trend and going with a wood-burning Weber. What does your product say—subtly or explicitly—about your customers' values?

These are just a few ways to get beyond logic and into emotion. One caveat: Although evoking emotion makes a huge impact on your direct marketing success, there's a wrong way to go about it. Too often, we as marketers try to generate emotion by cheerleading with messages along the lines of "You will love this product!" Emotions don't work that way. We have to meet our prospective customers where they are—their senses, values and social concerns. This will make us relevant to them.

 

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About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

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Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

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