AAA Life Insurance’s Dave Marold on Emotional Selling Propositions
We have a number of travel accident products. We had a brand package; it was a two-page letter and had a brochure and a AAA brand look. Against it, we tested an eight-page letter with a very one-to-one feel that appealed to emotions—the regret, the love, a little bit of fear—and that beat the control by more than 60 percent. We don’t have any pre-cut formula that it has to be a long letter or a short letter, but as far as emotions go, the long letter often helps.
TG: You’ve mentioned focus groups; when it comes to working with an emotional selling proposition, how important are focus groups?
DM: I’ve been in direct marketing for more than 20 years, so I’m a bit skeptical of focus groups. They give us direction, but the real key is, does it work in the marketplace? I’m not a huge fan of focus groups, but certainly, in this instance, it gives us a lot of great direction, such as how to help people get [buying life insurance] off their list [and] know that it’s not anything they want to think about. Once they cross it off their list, they might not even remember what kind of insurance they bought. They just know they’ve protected their loved ones.
[From the February 2007 issue of Inside Direct Mail, a sister publication to Target Marketing magazine. To learn more about Inside Direct Mail, visit http://www.insidedirectmail.com ]