FOCUS ON: LISTS Feeling Exhausted? Your prospecting lists — and you — can get a much-needed pick-me-up with an influx of nams from commercial files.
Emotional appeals
People make buying decisions with their emotions and justify them with reason. Given a choice between appealing to the intellect or to the emotions, emotional appeals win hands-down. Commercial and nonprofit direct mail overlap in using vivid, emotional copy.
The great motivators are described as greed, guilt, fear and exclusivity. Anger is a staple of
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