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The more you study the communication process, the more you realize that successful communications... be they ads, sales letters, brochures or proposals... tap into key characteristics of human behavior.
The more you are aware of these patently obvious, "commonsense", basic attributes, the more powerful and effective your communication will be.
1. People follow leaders who have their confidence. In a business sense, people will support the company whom they consider to be a leader. The interesting thing is that these images may be real, or simply well constructed perceptions. What this means to you is this ... if you excel in something, make certain you communicate that attribute effectively and OFTEN to harness your leadership status.
2. People seek unity by group action. The "Bandwagon" Phenomenon. That of course translates to you in the testimonials you receive. Use them in your communications. They are an effective marketing tool to boost the advocacy of your cause.
3. People react best under pressure of deadlines. Maybe one in ten sales letters, maybe one in fifty ads ha ness this fact. Yet putting GENUINE deadlines with GENUINE reasons dramatically increases your response.
4. People easily lose their sense of identity. Mobility separates people frequently from past interests and exposes them to new ones. This is a great opportunity for you!
If you are the only company who writes to them, even simply to say that you appreciate them, you'll gain immense loyalty. Interestingly, clients of ours (in retail, business-to-business and professional practices) who've tapped this powerful opportunity typically report that they are disappointed by the fact that they get virtually NO reaction to their letters ... at first. But that the sales that follow long term prove the power of this loyalty-building program.
5. People give incomplete attention. You know, we all do it. We are so focused on what WE'RE about, we are guilty of thinking everyone else should be too. Not only focused on us, but excited about what we've got. The fact is, they're totally distracted by their own life. They don't give a damn about us until we put it in terms of what it'll do for them.
