How Storytelling Boosts Response Rates
For centuries, the world’s greatest teachers and leaders have used fables, allegories and other types of stories to successfully communicate with people and motivate them to take action. So have some of the top-performing direct mail packages, including those from The Wall Street Journal, Time-Life, Rodale Inc., Covenant House, Greenpeace, Nightingale-Conant and National Wildlife Federation.
Stories engage people because they are entertaining, allow the listener to empathize with the characters, draw on emotion and lead the listener to a conclusion. And in present times, when consumers tend to be more entertainment-oriented than ever, stories might be just what your direct mail package needs to move the response needle.
To learn more about the role storytelling plays in generating response, listen in on Grant Johnson, CEO and founder of direct marketing agency Johnson Direct, who shared his perspective on this copywriting style at last week’s DMA07 Conference & Exhibition in Chicago.
The Importance of Story-Telling in Direct Mail - Grant Johnson (Johnson Direct)
And you can check out other podcasts with on-the-scene commentary and useful tips from the Target Marketing Group’s “Best of DMA07” coverage via the links below. You’ll find everything from direct mail and analytics to e-mail and social media—all focused on what’s important for marketers to know right now.
More “Best of DMA07” Podcasts: