‘What’s in it for me?’ is the common response to any marketing material your audience receives. Nothing seems to get a person’s attention more than having them, or someone similar to them, involved in it.
Self-focus is something that comes naturally to your customers. Although we wouldn’t like to admit it, most people are selfishly motivated at times.
In order to grab attention in your marketing material, try using the words ‘you’ or ‘your’ when writing the content. The more the reader finds that it directly involves them, the more they will connect with your marketing and it’s more likely they will be converted into customers. When using testimonials and case studies, the more personal information you can provide, the more likely it will be that similar people will connect and believe the testimonials. For this reason, including not only a name, but a photograph, location and age can often help.
Case Study: 3M Security Glass
What better way to appeal to a prospects self-centred focus than money. The 3M Security Glass, bus shelter campaign, created by Rethink in Canada was a huge success. Between the two sheets of bullet-proof coated transit glass lay $3 Million dollars worth of fake bills with a few real bills on top. How many people would have stopped and at least thought about tapping on the security glass toying with the idea of getting there hands on all that cash? How many would have been left with a lasting impression about the strength of 3M’s security glass due to this campaign? Based on normal human behaviour, many would have been impacted.