Heart, Head and Hand – a series explaining how to develop interested customers into paying ones.
Businesses today compete in some of the fastest moving and aggressive markets ever. Direct response marketing is an essential tool alongside brand activity and other customer marketing to create a final push, that nudges potential customers into making a purchase.
There are a plethora of “conveyor belt” models that help demonstrate a customer pipeline, but a great one we use is the heart, head and hand model of communication. We call them the purchase trinity.
Building awareness or nurturing emotional engagement between a brand and potential customer is all about developing “heart”. Evolving what people know and feel about your company over time is a first step in developing your consumer pipeline, and in creative terms, is where brand marketing shines.
Marketing that delivers rational information about a product or service helps customers consider feasilbility and viability, and is designed to create customer preference for your brand, over competitior options. In developing your customer journey, this factual assimilation of features and benefits moves the brand conversation to the “head”.
Finally, communications that reinforce the brand desire, and the tangible features and benefits are used to actively push potential cstomers into action, responding to your comms by making a purchase. This last step is regarded as the holy grail of efficient marketing, but is often misunderstood. In marketing your business, attempts to combine heart, head and hand messages into a single advert are misleading and unclear to consumers. Speaking to a new potential customer with an action-focussed ‘hand’ message, ie. ‘Call Now to Get This Great Discount’ is a surefire way to turn them off. Likewise, consumers who are ready to buy, are falling through the gaps if you fail to mix some ‘hand’ messages in. Separate out your messages, and speak to your consumers relative to where they’re at in the pipeline.
Direct response marketing leverages both the brand response developed in the head, and prompts immediate action by the hand – and in this way has a very different look, feel, and purpose to brand communcations.
To achieve your sales objectives with direct response, ‘hand’ marketing, there are some fundamental principles to abine by, to ensure you’re maximising your efficiency, and converting your sales pipeline into the numbers you need.
This series will explore 10 tools to great direct response. Follow closely to find out how.
Posted on April 25th, 2012
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Marriage is a leading creative agency in London and Bristol, specialising in brand, digital, direct respose and experience design. Our blog provides a commentary on the UK’s leading marketing campaigns, creative executions and industry-wide thought leadership.