I still get lots of junk mail. I’m sure you do too. I usually glance at it mostly to see if any is effective. Most isn’t but every now and then I come across a persuasive marketing piece. A few weeks ago, I received something from Amica Insurance about auto insurance. The mailer did several things I’ll point out.
The envelope said only 1 in 25 drivers qualified for their special offer. That’s good use of scarcity. It feels good to be in an exclusive club and get benefits not everyone gets.
It then listed my potential savings of $596. That’s good and much more eye catching that saving $50 a month. Last but not least, I’m given a deadline – September 1 – to respond. Another application of scarcity.
Inside the Envelope
When I opened the envelope a yellow sticky note catches my eye. According to two independent studies the use of sticky notes doubles response rates.
In red it says there are important facts to review. Not only did I see facts, I saw how much I might save if I were currently with State Farm, Liberty Mutual or other well-known insurance carriers.
The Mailer – Page 1
When I open the actual mailer inside the envelope I’m immediately hit with the fact that American drivers overpay for auto insurance by an average of $368. More scarcity because people will take more action to avoid losing money than to save money.
I’m told I can get a free quote. Even though no insurance carrier will charge you to quote your insurance the word free is a big trigger for people. We love free stuff!
The Mailer – Page 2
The next page says at the top “Better drivers deserve a better value.” That appeals to the fact that we all believe we’re better than average. We believe we’re better looking, smarter, kinder and better drivers. If we’re better then we deserve better.
The box that follows lists four features of the policy. Most of the features are included with the majority of auto policies but, because people don’t read their insurance policies, the coverages stand out as novel. I also like that Amica limits it to four. More than five and people will forget them but fewer and people might feel like there’s not much that’s different with an Amica policy.
And Dinari DuPont personally signed the letter! Well, not actually but it looks like it.
Overall, I give Amica an A on their marketing piece. I think it has too much information but what it does share incorporates a lot of persuasive psychology.
Here’s my challenge for you over the next week. Don’t just toss the junk mail that makes its way to your mailbox and don’t delete all the spammy looking emails that hit your inbox. Take a few minutes to read some and see if you can pick up on the persuasive psychology that’s being used to try to move you to action.
Do this and two things will happen:
- You’ll become better at spotting how marketers, salespeople, politicians and others are trying to change your thinking and actions.
- You will begin to see opportunities you can use to ethically influence people.
Brian Ahearn, CMCT®, is the Chief Influence Officer at Influence PEOPLE, LLC. An international speaker, coach and consultant, he’s one of only 20 people in the world personally trained by Robert Cialdini, Ph.D., the most cited living social psychologist on the topic of ethical influence.
Brian’s first book – Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical – will be available for pre-sale then live sales in August 2019.
His LinkedIn Learning courses Persuasive Selling, Persuasive Coaching and Building a Coaching Culture: Improving Performance through Timely Feedback, have been viewed by more than 70,000 people! Keep an eye out for Advanced Persuasive Selling: Persuading Different Personalitiesthis fall.