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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