You are feeling sleepy, very very sleepy. Your eyes feel very heavy. You are drifting off into a deep, deep sleep. Well, us saying that probably didn’t change anything, unless you were already tired, but it might have made you think about sleep. When people go under hypnosis, the person administering the instructions is using the power of suggestion.

Suggestion is a very powerful psychological process by which one person guides the thoughts, feelings, or behavior of another person. Because when someone is under hypnosis they are not actually under someone’s control, they are merely being given an idea and guided.

In the marketing world, we do not have control over others’ behaviors with hidden messages and subliminal messages. (If we could we’d make everyone bark like a dog instead of talking.) We instead offer suggestions with a strong call to action, directing readers to a product they might like.

Because we do not have magic powers or have the ability to read minds, we use the data that you collect from your customers – to target market specific, items to specific customers. And to do so, we use a digital method of printing called variable data printing. With variable data printing, we can print special offers in direct mail pieces to each person on your mailing list. We consider variable data printing to be mass customization, as opposed to mass production with a static printed piece. Instead of printing one offer to 500 people, you can print 500 offers to 500 people.

For example, if you run a travel agency and one of your customers went to Florida last year, we can print an offer for a similar location in Florida, because you already know they enjoy the location. And as you collect more information, we can craft more specific offers to your audience for better response rates, as high as 5 to 30 percent, which is significantly higher than the average .5 to 1 percent response of a static piece.

There are no magic tricks in the marketing world, only proven methods which deliver a significant return on investment. If you are working on a variable direct mail piece, we can help you craft your message and utilize your data to provide an enticing offer you’d have to be under hypnosis not to act on.