3 Great Direct Mail Copy Drivers (Besides the Top 7)
I’ve been thinking about emotions more than usual lately. Maybe it’s the type of direct mail I’ve been reading lately that sparked it.
Or maybe it was all of the great discussion around Carolyn Goodman’s webinar that my colleague Thorin McGee wrote about the other day. In case you missed it, she talked about the emotional buy-in of some voters during the current election season.
Swedish direct marketing entrepreneur Axel Andersson and Seattle direct marketer Bob Hacker identified the seven key copy drivers that persuade people to buy a product or service, or to join a cause. They are:
guilt, flattery, anger, exclusivity, fear, greed and salvation.
For years, I’ve been keeping a spreadsheet of which of these appear in the long-term controls I track for Who’s Mailing What! Flattery and greed are the two most commonly used. They figure prominently in Denny Hatch’s The Secrets of Emotional, Hot-Button Copywriting, a report that focuses on the seven great ones
But there are other drivers that also deserve a moment in the sun. In another book, Hatch identified twenty-one additional motivators that can also lead to action. Here are three of them, with examples of how I’ve seen them used in the mail.
I’m surprised that I don’t see more mail that really taps into one of the most basic of human emotions. But some marketers, like Danbury Mint, are good at it. This mailing for a “Midnight Spell Necklace” spells it out on the front of the outer: “this holiday season Romance Her Heart with a gift from yours.”
The brochure inside tells of a Polynesian legend that says a black pearl was meant to be a sign of “eternal love”. In the necklace, the pearls “add mystique and glamor to the woman who wears them.”
This can take many forms, depending on the audience. Maybe it’s a gym, a weight loss program, fitness equipment, or or a diet supplement. In this case, it’s content delivered by a newsletter, Consumer Reports On Health, in a magalog.