Ok, Tonight I felt like posting an email advertisement from Paypal. I’m going to focus on the image of the email not the content. Take a look.

So if you are not familiar with marketing, this post is for you. First off, looking at this image what do you see. Now granted, you’re going to see a big white gap in the middle. This is due to my weak skills with paint.net.

Beyond that what do you see?

There’s a family. Father, Mother, Son, Daughter, all have brown hair, representing familiarity and congruence. You know why? There are so many studies being done to record what type of people buy what products.

The info includes all aspects of human looks and behavior. From physical attributes to the way you act through out the day. There’s data showing all that you buy and participate in during the day.

So for Paypal. there’s a team that reviews the marketing data and knows that on average families, with brown hair, looking happy, pointing down at the camera, will generate an emotion in people to perform the proposed action written in the commentary of the email.

In this case Paypal is asking me to participate in their network of merchants by offering a discount on shipping and some cash back. Not a bad offer, but not compelling enough for me.

Hopefully, these few comments are helpful in your develpment of marketing tactics in the world. Knowing such things makes you a smarter participant in the commerce world.

To Your Success!