Friday, December 30, 2011

A "20 Second Rule" for Marketers

I recently finished a book called The Happiness Advantage by Shawn Achor. In the book, the author identifies seven principles for improving performance or maximizing our potential to improve our work, lives, etc.

In reading this book, my marketing mind got going around Principle #6: The 20-Second Rule.

Simply stated, the premise of the 20-Second Rule is based on the fact that we will always gravitate towards tasks that are easy to start regardless of the known fact that it may be less satisfying or productive than something that may take ONLY 20 seconds longer to start.

Attention All Marketers!

You have 20 seconds to make a point. Take this advice to heart when planning around any brand campaigns, fundraising efforts, etc.

This isn't necessarily a new problem, in the digital world we obsess about "limiting clicks"...the less clicks the more likely the close but has this principle been lost on the world of direct mail?

In today's competitive DM landscape with cluttered mail boxes I challenge you to make sure your next DM package makes a point in less than 20 seconds.

I look at it, I open it...tick tock!

No comments: