Want to capture your audience's interest and drive purchases? Use psychology! One helpful model is Dr. Robert Cialdini's framework for persuasive marketing. His six concepts—limited availability, mutual exchange, credibility, peer validation, connection, and commitment—can be enormously helpful for improving outcomes and prompting swift customer action.

Design trends change. Fonts change. Even the way people browse catalogs and ads shifts over the years. However, some marketing techniques remain timeless. They strike chords so profoundly rooted in human psychology that they deliver results decade after decade.

Every buyer is unique. Yet, certain principles of human behavior apply to nearly everyone. Understanding these principles can help you guide your direct mail and digital marketing strategies more effectively.