Humans are naturally drawn to things that reflect their own identity—a concept known as implicit egotism. This psychological principle suggests that people tend to have a subconscious preference for things that resemble themselves, including their names, initials, birthdates, and even personality traits. In marketing, implicit egotism can be a powerful tool to create personalized and emotionally resonant experiences, especially in direct mail campaigns.
What is Implicit Egotism?
Implicit egotism refers to the idea that people gravitate towards things that reflect aspects of themselves. It’s why people are more likely to choose careers, products, or places that are connected to their name (e.g., people named Dennis are more likely to become dentists) or why they feel a stronger affinity towards brands that seem to mirror their values or characteristics.
For marketers, understanding this bias can be incredibly effective when designing direct mail campaigns. The more you can make the recipient feel that the offer is relevant to them on a personal level, the greater the likelihood of engagement.
How to Use Implicit Egotism in Direct Mail
Here are a few strategies and examples of how you can successfully apply implicit egotism to boost the effectiveness of your direct mail pieces:
1. Personalized Names and Initials
People have a deep connection to their own name and initials. By incorporating the recipient’s name into your direct mail, you create an instant sense of recognition and personalization.
Example: Instead of starting a mailer with a generic “Dear Customer,” address the recipient by name: “Dear John Smith.” Even better, weave their name into the design. Imagine a postcard that says, “John, your neighborhood deserves this.” The use of their first name draws attention and builds a sense of connection.
2. Mirror the Recipient’s Values and Interests
Your prospects feel more aligned with your brand when you can reflect their values back at them. Implicit egotism can be leveraged by showcasing similarities in lifestyle, interests, or career paths.
Example: A company targeting healthcare professionals might send a mailer that says, “Dedicated healthcare workers like you deserve better tools for success.” By aligning with their career identity, you acknowledge their specific role and create a sense of unity with your product or service.
3. Use Birthdates, Anniversaries, and Local Connections
Another way to tap into implicit egotism is by recognizing important dates or geographical ties. People feel special when they see connections between the brand and personal milestones, whether it’s their birthday, anniversary, or hometown.
Example: A mailer could start with “Happy Birthday, Sarah!” and offer a special birthday discount. Or, you could say, “For residents of Springfield, we’re offering exclusive savings!” By tying the recipient to their location, you create a connection that feels local and personal, rather than distant and corporate.
4. Appeal to Profession or Hobbies
People have a strong sense of identity tied to their profession or hobbies, and direct mail pieces can reflect this by tailoring the message to their personal interests.
Example: A fitness brand could send a postcard that says, “Jane, unlock the secret to peak performance.” By addressing a specific aspect of Jane’s identity (her passion for fitness), the brand makes the message more relatable and appealing.
5. Show How Your Product Reflects Their Personality
Tap into implicit egotism by framing your product or service as something that complements or enhances the recipient’s personal traits.
Example: A mailer targeting adventurous individuals might say, “If you’re the type who’s always seeking the next thrill, this offer is for you.” By aligning the product with an adventurous identity, it feels more relevant and desirable to the recipient.
Direct mail continues to be a powerful tool for marketers, but to stand out, personalization is key. By incorporating implicit egotism—leveraging names, local ties, personal values, and identities—you can make your direct mail more engaging and emotionally resonant. Recipients will feel a stronger connection to your message, leading to higher response rates and conversions.
People are inundated with marketing messages; implicit egotism is a subtle yet powerful way to break through the noise and make your direct mail pieces feel personal and meaningful.
