The nuerosciencemarketing blog among others are very excited about the results of a marketing effort documented in Robert Cialdini’s Yes! 50 Scientifically Proven Ways to Be Persuasive. The point of the study was that personalization works. To test their theory, a survey was mailed under the cover of three separate letters:
1) A laser personalized printed letter.
2) A laser personalized printed letter with a handwritten message written in the margin, at top or bottom.
3) A laser persoanlized printed letter with a handwritten message written on a Post-It note that was attached to the letter.
So which configuration would compel you most to complete the survey? I bet you’re not surprised to find that: