This document discusses 13 steps for creating effective direct mail campaigns based on human behavior. It notes that $55.7 billion was spent on direct mail in 2010 and people are bombarded with over 5,000 marketing messages per day. Some of the 13 factors that influence purchase decisions discussed include that people respect authority figures, are naturally curious, make assumptions based on who mail is from, are drawn to certain words, may say "no" when interested to learn more, and are motivated by both rational and emotional reasons.

2. Harnessing Human Behavior:13 Steps to Must-Read Mailings October 4, 2011 Nancy Harhut nharhut@wildeagency.com

6. Shortcuts to decision-making

7. 2010 direct mail spending: $55.7 billion

8. 5,000 marketing messages per day

9. 13 Choice Drivers

10. “95% of purchase decision making takes place in the subconscious mind.” Gerald Zaltman Harvard Business School

11. People respect authority

19. Authority Figures

22. Humans are naturally curious

26. Gatekeepers make very deliberate assumptions

31. People look at who and where mail is from

42. We’re inclined to touch things

48. Our eyes gravitate to certain words

55. “No” - really can mean “tell me more”

59. Some responses are automatic

65. People are most interested in themselves

72. People make decisions for rational and emotional reasons

76. Avoidance of pain

80. People feel obligated

84. We want what we cannot have

89. We do what people like us and people we like - do

94. Thank You Nancy Harhut C: 617.610.1897 E: nharhut@wildeagency.com