Practical Sales Training™ > How To Get Attention > The Personalised Effect
The Personalised Effect
Buyers respond to their own name faster than almost anything else. The Personalised Effect uses that.
Add someone’s name to a product or message. So attention follows.
What Is It
The Personalised Effect means we’re more likely to buy something personalised for us. We also respond better to messages that feel personalised, like email.
Why Does It Work
It works because we’re each our own favourite person. So our name is the most important word in our world.
So when we hear or see it, we respond. That’s just how we’re wired.
Personalisation itself adds novelty too. A coke bottle with your name on it feels different. So does a jar of Nutella. That novelty becomes a stronger pull to buy.
The “Share a Coke” promotion also worked because of its limited run. That taps into The Scarcity Effect as well.
How Can You Use It
Find What You Could Personalise
Personalisation by nature only works for a small slice of your offering. So ask what part of your product or service could carry someone’s name.
Personalise Your Communication Too
You don’t need a physical product to use this. So include a client’s name directly in your messages to seize their attention faster.
When It Works Best
This works best for gifts, or products bought for someone specific. So a name makes something feel made just for them.
It also works well in email and direct messages. So a name at the start grabs attention before anything else does.
When It Becomes Dangerous
This backfires if the personalisation feels forced or robotic. So a name dropped in clumsily reads as spam, not care.
It also fails if you get the name wrong. So double check spelling and details before anything goes out.
Common Mistakes
Personalising Without Making It Feel Genuine
Slapping a name onto a template doesn’t automatically create connection. So make sure the personalisation actually feels considered.
Skipping Verification
Sending a personalised item with a misspelled name backfires badly. It’s worse than sending nothing personalised at all. So always confirm the name before you commit.
The Personalised Effect – An Example
Heinz offers a personalisation service on its sauces. So it’s become a genuinely popular birthday gift.
You can add someone’s name to the label of a jar of mayonnaise. So an ordinary condiment turns into something that feels made just for them.
See also
