How To Get A Stubborn Prospect To Pay Attention To You
THE ROBIN ROBINS REVEAL
In his book “ How to Win Friends and Influence People ,” Dale Carnegie wrote , “ A person ’ s name is to him or her the sweetest and most important sound in any language .” Contrariwise , copywriter extraordinaire Bill Jayme quipped , “ Do you really want as a customer some boob who gets turned on by seeing his own name repeated nine times in a single page ?” So , who ’ s right ?
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I say both .
Personalizing a marketing campaign with someone ’ s name , company , or other details can bump response by 3 – 5 times , but it has to be done correctly to have the positive impact you ’ re looking for . Early on in email marketing ( circa 1998 ), we saw insane response rates when a person ’ s first name was mail-merged in the subject line . Today , it can still bump response , provided you ’ re not overusing it on every email promotion you ’ re sending . One of our most successful direct mail campaigns used an image of our client ’ s website mail-merged onto the front of a card in a see-through envelope . We got a 30 % response rate when we sent it to current clients — from direct mail ! Another more recent direct mail piece got a similar bump . It ’ s a mailer we used for promoting our Roadshow event this past fall that displayed custom Google Map directions from the person ’ s address to the seminar location . We only mailed people within a six-hour driving distance . Such personalization truly gets people ' s attention and bumps response .
It worked because the personalization aroused the curiosity of the recipient , and we have a great relationship with our list . I suspect the mailer also
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In short , “ Yes !”
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