There are only two fundamental drivers of human behaviour:
1. Lust for gain
2. Fear of loss
Direct marketers know - because every direct response campaign is an experiment with measurable outcomes - that people will do more to prevent a perceived lost than they will to gain something.
Express your proposition in terms of the potential losses it avoids - 'hidden costs" is a good thing to calculate - and you'll sell more than if you simply recite the benefits buyers will enjoy.
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Marketer of the Decade (Again)
Michael Kiely is a Hall of Fame marketer. He made his name as a multi-award-winning creative director and copywriter. He forged a career in brand strategy. He innovates online campaigns - creating the Online Campaign of the Decade (pending) in the famous "Adopt A Sheep" program. His career client roster features Toyota, Lexus, Macquarie Bank, American Express, Fuji Xerox, Australia Post, and numerous other top echelon brands. He won 12 US Echo Awards, ADMA Awards, a Caples Award, and a Chicago Direct Marketing Association Award, plus several David Ogilvy Awards before he stopped entering awards. He has been a panel judge on numerous award systems in marketing. He has been a keynote speaker at many conferences around the world. His thoughts on marketing have been highly valued by marketing professionals and readers of Marketing Magazine for more than 20 years. He has time available for advice and projects and would welcome your enquiry.
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