Wants vs. Needs … and the Power of Direct Mail
Expounding on the importance of direct mail seems to be a never-ending topic for me in this digital world.
There's no question, if I need a new pair of shoes, I'll head off to Zappos.com and do some browsing online. But please notice ... I said if I "need" new shoes. The birdfeeder is getting low — it's a quick click to eBirdseed.com to get restocked. A replacement battery for the cell phone is easily found thanks to the power of Google.
All of those are needs.
So, let's talk about "wants." It hit me particularly hard this week as I was home thanks to the polar vortex and another threat of snow. Suddenly through my mail slot came a burst of color, warmth and hope. It was the White Flower Farm 2014 Garden Book ablaze with the Summertime Splendor Dahlia Collection on the cover. Oh, wow. I want that. I want my deck to be ablaze with dahlias this summer.
Now, let's talk travel. Denny and I had been dithering about our next trip. Happily, a slim-jim self-mailer paid us a visit with a delicious National Trust Tour starting in Marseilles and travelling up the Rhone River to scenic stops that are all new to us. Thank you little self-mailer for helping us decide this trip is what we want to take!
A "want" can come from a postcard touting an upcoming concert or play that you suddenly "need" to see ... or from a powerful direct mail letter that touches your heart and stirs you to want to help someone in need. Great offers can drive "wants" with a big SALE that pushes you over the edge to finally buy a new chair or a huge discount to subscribe to People magazine so you don't have to wait to go to the dentist's office to catch up on all the juicy gossip.
To quote Denny: "Marketers do not satisfy customer needs. They create wants — and go on to create better wants." And direct mail is key to the process.
To discover the best of wants ... go to Who's Mailing What! and filter on the Grand Controls (those direct mail pieces in the mail stream for three years or longer.) If you haven't yet explored Who's Mailing What! — the world's most complete online library of direct mail and email campaigns go to www.whosmailingwhat.com to learn more!
'Til next time.