13 steps to must read mailings
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Harnessing Human Behavior:
13 Steps to Must-Read MailingsOctober 15, 2007
Nancy HarhutManaging Director – Relationship Marketing
Hill Holliday
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Shortcuts to decision-making
13 Choice Drivers
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“95% of purchase decision making takes place in the subconscious mind.”
Gerald ZaltmanHarvard Business School
People respect authority
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Humans are naturally curious
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Gatekeepers make very deliberate assumptions
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People look at who and where mail is from
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We’re inclined to touch things
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Our eyes gravitate to certain words
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“No” really can mean “tell me more”
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Some responses are automatic
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People are most interested in themselves
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People make decisions for rational and emotional reasons
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People feel obligated
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We want what we cannot have
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We do what people like us – and people we like - do
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