Ever looked at a mailer and thought, “So what?” In marketing, that’s the danger of “just the facts.” Facts don’t stick. Feelings do. The most powerful print marketing makes people stop, think, and even smile, because it sparks emotion. Here’s how to bring those emotions to life.
1. Curiosity: Spark the “Tell Me More” Moment
Imagine a postcard that lands in the mailbox with one bold line: “Your neighbor just dropped 26 pounds. Can you do it too?” You couldn’t help but flip it over. Curiosity is the hook that draws people in. Start with a striking question, statistic, or bold claim, then deliver the details in a warm, approachable way.
2. Amazement: Create a “Wow” Moment
Once you’ve earned attention, deliver a “wow” moment. This could be a striking visual, a surprising result from a case study, or a clever solution to a familiar problem. People remember when you amaze them, and they’ll share it with others.
3. Interest: This Matters to Me
Interest comes from relevance. Generic or recycled content is often overlooked, but fresh insights tend to be noticed. Offer your perspective on industry trends, highlight overlooked details in research, or use humor and stories to convey information in a surprising way. Your audience wants information they can’t get anywhere else.
4. Astonishment: Deliver the Aha!
Think of astonishment as the ultimate “Aha!” moment. It’s what happens when your audience encounters something new, unusual, or eye-opening. Perhaps it’s a customer success story with surprising results, or a bold demonstration that reframes their perspective. The key is to humanize it. Put a face, a name, or a story behind the data.
5. Uncertainty: Leave Them Wanting More
A little mystery keeps people engaged. If you give away every detail at once, there’s no reason to keep reading or come back for more. Create a cliffhanger. Share just enough to spark questions, then send them to your website for the rest of the story.
Feel More Human
By weaving emotion into your marketing, you create content that feels more human. That connection is what drives clicks, conversations, and ultimately, customers.
