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| The
successful promotion writer examines all mailing list data before
turning on a typewriter or computer to be sure that benefit and
description copy is targeted to the names on the lists being used.
That list study guides the writer on how to cue the artist and
photographer. |
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| Here
are general guidelines on selecting models, and posing them, so that
the first time your reader spots a photo, he/she immediately
identifies himself and thus can relate to the product being
merchandised: |
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| 1. |
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AGE
This is critical. Do not use a teen-ager if list research shows
you'll be mailing to senior citizens. Your guideline is easy to
follow: select a model's age to be in the upper one-third of the age
range of the bulk of your prospects. Thus, if the lists you use
constitute mainly 25-40 year olds, your model should be 35-40.
Because readers identify with those who are closest to themselves,
you want someone within the age bracket of the list audience.
Because younger readers subconsciously respect those who are a touch
older than themselves, you want a model in the upper third of your
list audience. |
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| 2. |
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SEX
Starch studies show males are not primarily attracted to females,
but females are primarily attracted to other women. So you do not
write copy or select models based on the opposite sex. Instead,
select the sex matching that of the greatest number of names on your
lists, and if your lists have a 50-50 sex split, try using one male
and one female model . . . but, |
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| 3. |
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PRODUCT
IDENTITY
Write copy and select models for the prime users of specific
products. Your reader knows that a safety relief valve on an
industrial boiler is not operated by a woman and that, unless you
mail to tailors, bobbins on sewing machines are not used by men
. . . but, |
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| 4. |
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PRODUCT
EASE
Often it pays to use more than one photo to demonstrate equal
product appropriateness for males and females and to visually
communicate that both sexes can easily use your item. |
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| 5. |
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SEEMLINESS
The hunk who runs your farm tractor would not look like a corporate
chairman, but if it's a suburban lawn tractor, that's different.
Readers should instantly see that models are fit for the product's
use. |
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| 6. |
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EXPRESSION
People shudder at traumas, crisis situations, unpleasant
circumstances. So the model in your two-piece bikini should look
like she's enjoying herself. Many apparel promoters mistakenly pose
models to look as if they're in extreme pain. Would you want to buy
a bathing suit that gives you such discomfort? Remember that you are
not selling a garment or a piece of equipment. You are selling its
enjoyment, utility, status, convenience . . . its
glow. |
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| 7. |
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USE
APPLICATIONS
Show the model exhalting over possession of your product (perhaps
smiling as she serves the meal she prepared with your cookware), but
just show her hands as she fills the pots and places the pans on the
stove. That way the reader sees the glow and recognizes the utility.
Often you will want to select an additional model for hand shots. |
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| 8. |
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INVOLVEMENT
Products displayed by themselves create less desire for ownership
than products displayed with someone using them, enjoying them,
benefiting by them. But that does not preclude also showing your
product separately, perhaps from several views so the reader sees
the full scope of your merchandise. |
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| 9. |
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SITE.
Wonderful! Let me visualize wearing my tux at La Scala. But a
compressor does not belong in a showroom. Show me how easy it is for
me to hook up in my workshop. The key is to let me know that this
product is appropriate and terrific for me by the combination of
your site and model identity to me. |
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