Recently, when I went to catch a train, I did what I usually do as a New Yorker: I arrived on the platform and proceeded to tune out everyone around me. However, a young man next to me tried to start a conversation. He said:
“… blah, blah, snake, blah blah…”
SNAKE? — that definitely got my attention. I heard nothing else. I turned to him to learn more, whereupon he told me this story: that he works at an assisted-living home, and there was a snake that he chased after, caught, and set free outside. I have to say it was a sweet story. He was a young man who couldn’t believe his job today involved having an encounter with a reptile and calming down some hysterical residents of the facility.
I told him he’s a hero. What I didn’t tell him is that he’s also like a good marketer — a good storyteller – since he knew just how to perk up my attention. In this case, by drawing on my fear of snakes.
That started me thinking… What have I used through the years that worked to quickly get a prospect’s attention? Well, tried-and-true words like URGENT, ALERT, and DEADLINE, of course. But, in going through my files I found another, lesser used “trick” that deserves a closer look.
Animals … and a couple of big winners.
You see animals in TV commercials all the time because, like babies, they practically guarantee attention. And you also see them in print and online. There’s plenty to read about the psychology of using animals in advertising and how it can benefit your marketing efforts. But let me tell you my personal history with animals as a direct response designer.
A number of years ago I did a simple insert for Martha Stewart Livingmagazine that was a tremendous hit. What made it stand out? One thing: Martha cuddling with a cute dog – the perfect visual to connect the reader with the “Share the Warmth” headline. That image helped “brand” the magazine. Subscriptions went up, for a long time.
More recently, I used another animal — a polar bear — to grab attention right from the start. I was selling a climate change financial service, and I could have used wind turbines, or homes devastated by storms, as visuals. But I knew that the right kind of animal on the outer was sure to get the package opened.
My advice for the new year: Do something different to get more promotion attention. Consider thinking outside the box — could using a picture of an animal in some way create a connection with your audience? Or how about trying a new direct mail format? Or, if you are most always business-like, how about being a little more promotional to see what happens? There are so many directions you can go into. It may be well worth exploring! Happy to brainstorm with you.