Words are the visual manifestation of the spoken word. The written word represents the essence of visual communication. It remains the primary tool by which we visualize our ideas and concepts. Words are the single most important element that inherently carries the essence of all our communications. They are enduring, they persist, and they have extended impact.
Because we choose our written words they gain a greater degree of authority. We grant them a “heavier weight” amongst our considerations because they are memorialized and not so easily discarded. They can be produced at a later time as proof of their validity. Simply put words have power! At the same time the written word is subtle. It works its magic because the reader has granted an implied acceptance by their very willingness to choose to read!
This is a powerful starting point because it represents an opportunity to reach and permeate the consciousness of your audience. The written word has the unique ability to penetrate everywhere, the simple fact is that it can be read without any active effort on the part of the author shows how powerful a medium it is. And because written word has the ability to self-propagate it has the innate ability to transcend both time and location. The written word travels all by itself.
Put Words to Work
Don’t discount the power of the “low tech” environment. Use these touchstones as a way to drive your message.
Use That Envelope
Just think, a physical piece of mail reaches your consumer on a very personal and individualized level. You’re transported into your client’s physical world. Low tech has advantages. Here’s some interesting ways to make an impact:
In the physical world a direct mail letter gets 70% of your orders; the brochure 20%; and the order form 10%. But none of them will be effective unless the envelope gets opened.
Grab their attention! Here’s what to do:
Personalize the envelope it with stamps and hand-written addresses; Use bright colors, graphics, and visual effects.
Create A Meme
A meme is “an idea, behavior or style that spreads from person to person within a culture. A meme acts as a unit for carrying cultural ideas, symbols or practices, which can be transmitted from one mind to another through writing, speech, gestures, rituals or other imitable phenomena. Supporters of the concept regard memes as cultural analogues to genes in that they self-replicate, mutate, and respond to selective pressures.
A meme is a basic unit of communication; when delivered it has the ability to alter human behavior and it’s energized with emotion! Its whole purpose is motivating and communicating instantly. The message delivered can be how your product or service improves lives. Memes can use words or imagery, but they do it in an instant. A meme is a visualization of your concept that is so simplified that everybody can understand it instantly and easily. It delivers by triggering an emotional response and generating a desire.
Permission is powerful. It’s economical, and effective because consumers give you their permission to market to them. It goes like this. You offer an enticement to volunteer to pay attention to your marketing. The enticement should be relevant to your consumer market, it may be information considered to be valuable. It might be a discount coupon. Perhaps it’s membership to a privileged group. All you ask in return is permission. Nothing else. That’s it!
With permission marketing you can spend less time marketing to strangers and more time marketing to friends. You can move your marketing into the realm of trust. It also creates several exciting circumstances; it will be anticipated, it will be personal, and it will be relevant.
The written word is powerful, especially when personification is involved. Reaching out to loyal clients in real time means you’re staying in touch with your customers. Regular contact with special offers, tips about using your product, industry information, or other content induces them to become repeat customers. Masqrray is proactive and persistent about getting you the exposure you deserve.