Content Marketing News

Taking Personal Relevance Beyond the Message

Headshot of Jeanette McMurtry
By Jeanette McMurtry

Years ago, we got excited when digital printing technology enabled us to personalize direct marketing letters, self-mailers and pretty much anything else that could be printed on a Xerox iGen, which merged individual customer data into the copy and even the graphics of pretty much anything that could be printed. We’d open a #10 envelope and see our name in the header, at least one sentence in every paragraph, and sometimes even in the graphics, like on an image of the product the sender was trying to sell us.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Headshot of Jeanette McMurtry

Jeanette McMurtry

Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.

Recommended articles