This week I’m going to show you a case study of a very successful piece we’re currently mailing in our business, using the self-mailing Pill Bottle. This is a piece that’s doing extremely well for us right now. It’s pulling around a 7:1 return on investment for us.
If you don’t believe the power of ‘why,’ here’s a short story from The Psychology of Influence, by Dr. Robert B. Cialdini: “A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. Harvard social psychologist Ellen Langer demonstrated this unsurprising fact by asking a small favor of people waiting in line to use a library copying machine. ‘Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?’
This next case study comes from the automotive niche. This is a campaign we created for a client. The name has been withheld as the client didn’t want his competitors to know what he’s doing. There are a lot of lessons in this letter, so settle in and get ready. You can see a copy of the letter here. It will open a PDF in your web browser. I encourage you to read the short 2 page letter and them come back and read the rest of the study.