The 3 Levels of Memory: Marketing’s End-Game
Start with a unique selling proposition to create differentiation for new memory. It begins in the hippocampus region of the brain. Use stories to reinforce your USP and solidify your message, leading to a deepened memory groove. Interpret your offer for the metaphorical left-brain. And take your prospect to an emotional right-brain place where they give themselves permission to take action.
How can you accomplish all of those steps? Often it takes a combination of channels. Unlike only a couple of decades ago, people consume information in a wide swath of channels. Channel choice options distract us now to the point that the average attention span has dropped to just eight seconds. We’re multitasking like crazy (and losing the brain’s gray matter) while bouncing from a text on a mobile device to a computer to television to what just arrived in the email inbox.
Even with all of these channels, I still believe direct mail won’t die. It’s tactile. Reading comprehension is higher. It is, in my opinion, one the strongest — if not the strongest — channels a marketer can use to get to the valuable depths of long-term memory.
On the other side of this thinking is from marketers who only use digital. They, in my opinion, are on shaky long-term ground. That probably explains why marketing strategy and creative firms, like my own, are hearing more and more from digital firms who want to use direct mail. They now realize that an online-only play may reach a prospect in a glance-and-forget stage and only creates enough short-term memory to snag conversions. But for stronger sales that don’t result in cart abandonment, poorly understood product benefits, and fewer cancellations, direct mail is still what creates the status of coveted long-term memory.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.