Melissa Read

Psychology—largely defined as the study of the human mind and its functions as they relate to behavior—is not an entirely foreign concept when it comes to marketing, especially direct response activities. For example, Publishers Clearing House knew exactly which human drives it was tapping into with the lick-and-stick magazine stamps in its sweepstakes direct mail packages of yore. But while copy, design and offer development has leveraged psychological findings to the hilt, the utility of this tool can be extended deeper into marketing strategy to develop more continually relevant interactions with prospects and customers.

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