DM, mainly direct mail, has had a bad year in the media, especially with the BBC's Brassed Off Britain. The old argument that creativity is a sure way to cut through the clutter is valid but overlooks the real power of creativity to evoke a positive emotional reaction - the wow factor. This is something direct mail needs badly (financial institutions, please note).
All good creative has it - the ability to make you laugh, cry, think, feel, or even be curious. This doesn't just apply to advertising but art, music, films, books, anything we consume. It's all about stimulating and entertaining people.
When we meet someone new we try to make an impression. We don't try to do that by being dull and talking facts and figures - that would only evoke a negative reaction. Instead we try and get people to laugh, something that psychologists and salesmen recognised a long time ago. Laughter is a powerful emotion and lowers the barriers and engages people. It also sells a lot of products, as the alcohol industry knows too well.
It is said an experience, because it is emotive, is more memorable and powerful than words or pictures. If you want someone to think you're funny don't tell them you are, tell them a joke. If you want to wow the public and get them to love direct mail, be more creative and entertain them.
After all, positive reactions lead to a positive response, which can only be good for the bottom line.
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