It seems that emotion drives much of what we do and how we behave. We are rational creatures – packaged with a mind and a will – but often our emotion gets the better of us and drives us to make choices we would otherwise not have made. What should I have for dinner tonight? You consult your emotions. What movie should I watch tonight? Check in with your gut. And worse of all, we often get nowhere in the public forum because we tie up our arguments with feelings.
This is unfortunate. But when it comes to marketing and direct mail, emotion serves you well. You want to raise the emotions of your prospects. Sometimes you want to make them sad. Other times, you want to draw out joy or happiness. Depending on the marketing piece, you must become a master psychologist to draw out the correct feeling.
We’ve been doing direct mail for a long time, and we’ve noticed that the most successful pieces have a way of drawing the most emotion out of their readers. We’ve also discovered that the more personal you make a piece, the more emotion you can extract.
And the most personal piece you can send is a handwritten note.
If Bob Jones from Superior Plumbing cares enough to sit down and use HIS time to send me a personal note, then I’m interested in reading that note. Why? Because time is priceless. Focused time you give to another person is something you cannot buy. It is a priceless commodity.
But there is one problem...
You have 500 customers, and even if you carved out an entire week, you still could not get all the notes written. And besides, your hand would fall off after about 75 notes.
There is a solution, however…
Use a machine to do the work for you. We have a newly-acquired machine that can replicate REAL handwriting. We load a blank 8.5 x 11 piece of paper and watch as a mechanical arm with a real pen shifts back and forth on the sheet. The end result is a freshly-written document, complete with the appearance of handwriting and the smell of ink.
The only effort on your part is writing the words in the Word document.
If this interests you, give us a call today. We’d love to add this into your marketing mix.
