Why do some brands outperform their competitors over and over? “Cause they’ve got personality…” (Sing it, Lloyd Price.)
If you’re in the Northeast, you probably remember the electronics retailer known as “Crazy Eddie.” If you’re in Southern California, then you know the personalities of Larry and Irwin of mattress retailer Sit-N-Sleep.
Personality can be an even more powerful sales tool for a little known company or startup as you’re battling greater skepticism and fear from your prospects. Just as consumers pick their friends based on personality, they often pick companies for the same reason.
Consumers want to invest their dollars with a company they like and trust. Using a personality who is believable and projects honesty will help increase your response.
This is true whether you’re doing direct mail, email, Facebook ads, radio or TV. For example, a successful radio ad may use the voice of the business owner telling prospects that he understands times are tough – and that’s why his company is offering a 2-for-1 sale.
Michael Lindell of My Pillow is a great example.
Or, a direct mail piece may benefit from having the company president talk about standing behind his product.
So if there’s an important person missing from your marketing, don’t wait to bring them to the forefront.
And remember, keeping this personality consistent in your marketing is the key to customer retention.
Your database marketing should be personality centric as well.  Just look at this sales letter I did from Wine of the Month Club.

See how he brings life to the campaign and how he separates himself from the competition.
Questions for the Reader:

  • Does your brand have personality? If so, what are you doing that gives your brand personality? If not, did this article convince you to add some personality to your brand?

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