|
The generic determination rule: three words that sound like something from Psychology 101 but are actually a key idea you should use in your direct marketing.
So what is the generic determination rule? By the book, it means that the generics determine the reaction more than the number.
The best way to explain it is through examples. As you read these, which sound longer or larger?
- 5,280 feet... or 1 mile?
- $250,000... or a quarter of a million dollars?
- A $5 foot-long... or a $5 12-inch?
- And (my favorite), a McDonald’s Quarter Pounder... or a McDonald’s Four Ouncer?
When your customer reads your offer, they react to the generic unit more than the number. A mile is a greater distance than a foot, so 1 mile seems longer than 5,280 feet. A day is longer than an hour, so allergy relief that lasts all day must be better than 24 hours. And a pound is a lot more than an ounce, so when I’m really hungry, I want to know I’m getting the most food for my money.
Use this to your advantage. Want to emphasize your faster service? Express it in minutes instead of hours. Having a sale on shampoo? Advertise bottles in liters instead of ounces.
At a time when your customer is even more value-conscious than usual, reword your offer with this in mind – and watch your response increase.
Now how do you find the right targets for your offer? Call us. We know where to look.
|
