The Persuasion Playbook for Email Marketers

If you turn your Econ 101 textbook to the first page, you’ll find a definition of homo economicus: the economic man. It’s an old-school way to understand why people make the choices they do. This character is rational, self-interested, and thinks purely in terms of maximizing his utility. Nothing will persuade him except his own economic gain.

And as any marketer knows, that’s a totally unrealistic model.

Sure, we all value utility and economic gain, but we also chase rainbows, windmills, waterfalls, and that last cookie in the jar. Assuming that we’re 100% rational and self-interested is a myopic view of what actually motivates people. If your email marketing campaign is governed by this principle, you’re operating from an expired field guide…

The Persuasion Playbook for Email Marketers

 

CopyRanger

Rick Duris is CopyRanger.

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