Psychology of the Mailer — How to Get Inside the Head of the Prospect
Some marketers are in a pickle. The dual go-to components of a direct mail campaign — the list and the offer — may not (and often cannot) change much, as lists are better targeted and cleaner than ever before, and many companies, are giving potential customers “best offers” already. Yet for many mailers, response is down because of tough economic times that many prospects are facing. One way out of this trap? A “head trip,” of course. I’m referring to the so-called psychology of the mailer, and the key part of the creative. The emotions that the mail piece is able to stir in the prospect (and cooked up in advance by the copywriter) may determine whether he responds or not, or if that package lives or dies. I spoke with several renowned and successful direct mail copywriters to get a sense of the history of the mail piece’s “psychology” and how it can be better leveraged in the future.