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What is it that makes the Olympics so universally appealing?
Is it the thrill of competition? The pride we share as we root for our nation’s team? What about sitting awestruck as we watch athletes test the limits of what the human body is capable of doing?
I say the answer is “all of the above.” So how does this apply to direct marketing?
We love the Olympics because it appeals to our emotions. Your direct marketing will work best if you do the same. And you can use some of the very same triggers.
Over the last four weeks, I’ve highlighted Victor Schwab’s list of the 40 “emotional drivers” that he originally published in 1956 but still ring true today. The final eight things that drive people are perhaps less tangible than the previous 32, but they nevertheless play a large role in our motivations.
People want to do:
1. Express their personalities
2. Satisfy their curiosity
3. Appreciate beauty
4. Win others’ affection
5. Resist domination by others
6. Emulate the admirable
7. Acquire or collect things
8. Improve themselves generally
Look back over these four lists of things people want to gain, save, be and do. What are some new tactics for appealing to your target audience that you haven’t tried?
Don’t let the Olympic athletes be the only ones pushing the limits. Do it with your direct marketing.
Ready to step up onto the medal stand? Call us.
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