Collaterals that Appeal to the Senses Make More Sense

A revealing study suggests that people are prone to more deceptive influence tactics when they are tired. When the stakes are high, people usually have enough thought process to mentally reject statements that sound false.However, when people are tired, they are more likely to be in a heightened state of gullibility because of the diminished thought process founded on exhaustion. According to the study, the consequence of this diminished energy is that the process of comprehending a message is cut off before the rejection stage ever has a chance to take place, making people more likely to believe others’ arguments or downright false statements. What does this study tell us?

For marketing professionals it says a lot. Marketing professionals should take their cue from this study. Take this case for example, a working mom comes home early evening and realized that she is just too tired to cook for the family. She has to find an alternative measures to be able to prepare a meal for her family without her having to do anything anymore. Therefore, she founds a postcard print lying on her kitchen counter top, which has been there for some time already and decides to try what they are offering, dials the first available number.

Obviously, the working mom in this instance behaved the way most people do if they are downright tired. Their thought process focused on a singular objective – to get food. It just so happened that your marketing collateral done by your postcard printer for example, was on the right place at the right time.

With marketing collaterals like flyers, postcard print, brochures, etc., marketing professionals should be able to alter the thought process by short-circuiting it. They must be able to provide and offer solutions on demand. In the example above, the woman did not anymore think, the pizza menu done by a postcard printer gave instant solution to her problem.

In another study conducted, people walking around an outdoor bake sale were more likely to purchase a cupcake when the vendors referred to them as ‘half cakes’ rather than ‘cupcakes’ but only when this was followed by the declaration, ‘They’re delicious!’ In this case, the thought process again was programmed to try the ‘halfcakes’ by the words delicious. As the mind was reading it, the mind was already concocting all sorts of delicious flavors for the cakes.

Hence, marketing collaterals that are particularly for services or products and can be perceived by the senses has been proven over and over again to be quite appealing genuinely to the senses. A good postcard print of a pizza shop must be able to capture the taste in the visuals. A good brochure print of a spa must be able to capture the soothing feeling of being massaged. A good flyer print of a cupcake must make your clients almost taste that sweet stuff.

The mind is indeed a complex thing. It can play tricks on any person especially if he/she is tired or exhausted. Knowing the complexities of how people think is essential in developing marketing collaterals primarily because it is the ultimate decision maker.

Know more about postcard printer and postcard print.

Kaye Z. Marks is an avid writer and follower of the developments in online printing and color printing industry.

HTML Version:

Text Version:

Article Url: