Catering to Both Sides of the Brain in Direct Marketing
So, you don’t have to be a rocket scientist to create attractive marketing emails or direct mail that effectively gets your message across to your target audience – you may have to be a bit of a psychologist, though.
I recently came across an article by Cynthia Edwards titled, ‘Communicating for Both Sides of the Brain.” In the article, she brings to light a good point that a lot of marketers already know but often overlook with regards to direct mail and email design. She notes, “…there is one attribute all people have, which is generally not taken into consideration…that is, whether the reader is right-brained or left-brained.”
First, let’s talk about the difference between right-brained and left-brained people. Although we all use both sides of the brain, of course, it’s known that one side tends to be dominant over the other. Those who favor the right brain are more creative, imaginative, and arguably, more expressive with their emotions. Left-brained people are more analytical and think more in ‘straight lines.’
Well, why is this so important? Marketers can benefit from understanding how people process information. They will be able to better adjust their communications to appeal to one or both types of people, right-brain and left-brain thinkers.
One real-world example that Edwards offers examines Mac users versus PC users. Typically, right-brained people are more inclined to use Apple products, including the Mac, because they take advantage of graphical elements – those products speak using icons and graphics. Even the Apple website and their advertising leans more on imagery rather than copy. For those that are more left-brained, PCs are favored. For the most part, those products are concerned less about the sophistication of graphics. The Microsoft website follows suite – being more copy-heavy and using less graphics.
Marketers can use this information to improve their communications and widen the reach of their marketing messages. To capture the attention of both types of thinkers, try to include a good mix of graphical elements – such as icons, pictures, symbols – with copy and text-based elements like bullet points.
Or, if you have the ability to do so, A/B test your target audience to see if a majority of them are right-brained or left-brained. Take one promotion or marketing message and display it in two ways: one using more imagery and the other more text. Based on the responses, you may be able to better understand how your audience processes information. You’ll then be able to adjust your communications to maximize response rates.
This is just some food for thought.
Best,
Steve
Denise Corcoran - October 7th, 2008 at 12:11 pm
Hi Steve,
I have thoroughly enjoyed reading your blog. I resonate with so many of your posts and thank you for taking the time to share your wisdom and insights.
Denise Corcoran
The Empowered Business