“Good marketing makes the company look smart. Great marketing makes the customer feel smart.”
I thought about that quote from former HubSpot executive Joe Chernov recently and how it can be applied to direct marketing. The distinction that it makes gets at something that can sometimes get lost in all the talk in mail about messaging, positioning, and creative.
Who is the mail really about?
For a company selling a product or service, the temptation is to make the mailpiece about the company. We’ve all seen this. “We’ve been in business since 1996.” “These are our awards.” “Here are our capabilities.”
And there’s nothing wrong with having any of that. But none of it answers the question the recipient is really asking: “What’s in it for me?”
Whether the piece is a letter, postcard, self-mailer or something more elaborate, its job is to help the recipient see an opportunity to make a smart choice.
Maybe it’s a credit card offer with benefits that fit the way they spend. Car insurance that could save them money. Or a college that offers exactly the program, experience, or career opportunities that they’re looking for.
Sure, the features matter. But the point is what those features allow the recipient to do.
That’s how they’re different from benefits. It’s where great marketing can make the customer feel smart.
Read the rest of this article on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
