notes version: harnessing human behavior 13 steps to must-read mailings
TRANSCRIPT
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Harnessing Human Behavior:13 Steps to Must-Read
Mailings
October 4, 2011 Nancy Harhut
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Shortcuts to decision-making
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2010 direct mail spending: $55.7 billion
5,000 marketingmessages per day
13 Choice Drivers
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“95% of purchase decision making takes place in the
subconscious mind.”
Gerald Zaltman
Harvard Business School
People respect authority
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Authority Figures
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Humans are naturally curious
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Gatekeepers make very deliberate assumptions
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People look at who and where mail is from
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We’re inclined to touch things
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Our eyes gravitate to certain words
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“No” - really can mean “tell me more”
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Some responses are automatic
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People are most interested in themselves
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People make decisions for rational and emotional reasons
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Avoidance of pain
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People feel obligated
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We want what we cannot have
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We do what people like us and people we like - do
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