Explode Your Response Rate Using Key Persuasion Tactics (Direct Mail)

How to use Key Persuasion Tactics on Your Direct Mail Piece to Explode Your Response Rate.

I’m going to start off this blog by saying only use these principles of influence in an ethical way. I’m going to describe some principles of influence that will force you to think out-side-the-box. I am going to talk about 6 key persuasion tactics and how you can employ them in your direct mail campaign. These 6 key persuasion tactics are based on Robert Cialdinis bestselling book, Influence.

The Law of Reciprocity: The Law of Reciprocity states that if you give someone something, no matter how small, they will feel compelled to reciprocate, or to give you something in return. Law enforcing officers use this during interrogation. They offer a drink to the suspect, this small act of giving opens up the suspect and they will feel compelled to give something back. Now, that’s not to say because they received a coke that they are going to give a full confession but it will open them up ever so slightly.

Great salesman use this law to their advantage. I use to sell water filtration systems. We would offer a $20 gift card in exchange for a “free” water test. The average salesman would give the gift card after they have completed the water test. The great salesman would give the gift card before they did the water test. The act of giving the customer something before the presentation didn’t always result in a sale but it sure opened them up and they were more receptive to the presentation.

How do you use this law to your advantage in a direct mail campaign? This is where innovation comes in. Be creative. What can you offer for free on a postcard? Maybe you can direct them to a website for a free ebook or a free gift. Maybe you can offer a free move if they decide to sell you their house. Brainstorm, be creative, the ideas you come up with are limitless.

Commitment and Consistancy: Being consistant about your message is definitely one of the keys for your direct mail campaign to be successful. However, Caildini’s describes in his book commitment and consistancy as “We feel we must always align our outer actions and promises with our inner choices and systems, such as our beliefs and values.”

What exactly does this mean? When we make a promise or say we will do something, we feel obligated to fulfill that promise.Here is an example from Cialdinis book: “In 1987, social scientist Anthony Greenwald approached potential voters on the eve of Election Day to ask whether they would vote, and asking them to provide reasons why or why not. 100% said they would vote. On Election Day, 86.7% of those asked went to the polls, compared to 61.5% of those who were not asked. Those who publicly committed to voting on the previous day proved more likely to actually vote.” Sales people use this principle to get a bunch of mini commitments from their prospect. Those mini commitments throughout the presentations usually end up in one big commitment. 

This principle will help your closing percentage. This is where your sales skills will come in. There are two ways you can use this highly effective principle. You can direct them to a website where they take a survey or by phone. You can ask questions that get mini commitments from them. Questions such as: “Why do you want to sell your home?” Think about how powerful that question is. They are literally visualizing themselves moving out of their house and they are reaffirming why they are looking to move. Look for pain points and use those points as a way to help them get out of their situation. Remember, you’re helping people. If you go about it from this angle, you will be far more effective.

Stay tuned for my next blog, you will learn 2 more powerful tools for influence…..