How VDP Embodies the Dale Carnegie Principles

I had an "A-ha Moment" recently about variable data marketing. It is this: variable data marketing embodies Dale Carnegie's "How to Win Friends & Influence People" guiding principles.

Yes, the book is a classic "must read" for those that want to succeed in the business world. And, you know if you've read the book and tried some of the principles, Dale's principles work.

Here are the correlations I see between his principles and variable data marketing that are why variable data marketing works:

1. Become genuinely interested in other people.
   Assuming you start with decent data about the recipient, your marketing piece should use that data to show you are interested in the other person because it embodies their interests (be it culture, sex, or something that person is passionate about).



2. Remember that a person's name is to that person the sweetest and most important sound in any language.
   Although it is a basic function of variable data using the person's name in the piece (repeatedly) is mandatory these days.



3. Talk in terms of the other person's interests.
   Good variable data marketing always directs the campaign message to the person's interests and passions. Not your own, not your corporate vision, but what truly interests the other person receiving the piece. When you do this well the recipient will look at the piece, read the message and might be interested enough (you hope) to move to the next step in your campaign.



4. Make the other person feel important - and do it sincerely.
   Variable data is all about making the recipient feel important, from the data used to the message delivered by the piece. It should center on the "one-to-one" -- one message for one individual, which makes the person feel important. And if you do it well, it is sincere because you've put thought and effort into the campaign to ensure all are included.



5. Arouse in the other person an eager want.
   Who doesn't want to do this with any marketing campaign (or really anything in life)? Focus on keeping your message relevant to each recipient and you will meet this objective.

Variable data marketing is making your marketing message relevant to each person you target through your campaign. The above principles are the ones that make variable data one of the most effective tools a marketer has available.