The Four Great Motivators In Advertising Direct Mail

The four greatest motivators in any direct mail advertising

endeavor are fear, guilt, greed and exclusivity.

Fear is probably the most affective of the great motivators.

If you can make people who read your ad-copy genuinely afraid

that they can't do without your direct mail product, then you

have written a successful ad.

Guilt is not as easy to generate as fear. It is most effectively

used when trying to pull in a former customer or someone who

rejected your product to begin with.

Greed is easy to use, just tap into all the great benefits of your

product and make them sound as good as possibly.

Remember though: keep it honest!

Exclusivity is also very affective. If you only have a certain

amount of your product to sell, be sure to emphasize that.

People are more likely to act when they fear that they will be

left out of something.

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