How well do you really know your customers?
Reading the list data cards is a good way to find out something about the folks you are mailing to, but it’s not enough. Knowing that you are writing to farmers, Information Technology (IT) professionals, or plumbers is just the start. You have to dig deeper. But how?
To write powerful copy, you have to go beyond the demographics to understand what really motivates these people — who they are, what they want, how they feel, and what their biggest problems and concerns are that your product can help solve.
One direct marketer told me, “We want to reach prospects on three levels — intellectual, emotional, and personal.”
Intellectual is the first level and, while effective, not as strong as the other two. An intellectual appeal is based on logic — e.g., “Buy the stocks we recommend in our investment newsletter and you will beat the market by 50 to 100 perce...(register to read more)