As marketers, we have more data at our fingertips than ever. Data is all around us, from in-house customer information to third-party demographic and behavioral data. However, having more data doesn’t, by itself, generate success. You can personalize your direct mail and email with people’s names, tailored offers, and even customized images and text but still not get the desired results. What’s the secret? Instead of marketing to demographics, market to people.

Say you are a manufacturer of home lawncare products, and a high percentage of your customers are homeowners living in suburban areas on parcels half-acre or more. To get them to purchase lawn fertilizer, you could offer them a 10% discount if they are buying within the next 24 hours. (“Hurry while supplies last!”) However, this message reinforces a transactional relationship based on having the proper discount at the right time. Sure, make those special offers, but also step back and think about what that data tells you regarding their priorities and needs. Then, act on what you learn.

For example, homeowners generally take great pride in their lawns. Yet having a great lawn—the lush green that seems to exist only in lawncare commercials—can often be elusive. Even so, that is the ideal to which many owners aspire. So craft messaging that taps into that desire and solves the “elusive” problem:

Is your lawn a bit sparse and thin, lacking the lushness you seek? Our "Thick & Lush" Lawn Renewal Kit contains nutrient-rich soil enhancers and grass seed blends to promote thick, luxurious growth. Say goodbye to sparse patches and hello to a plush, carpet-like lawn!

Now, you’ve tapped into an emotional need that bonds your audience to your brand in a way that discounts don't.

Want great results with personalized print? Use your data not just to market products but to understand your buyers. Study them. Analyze their motivations. Use what you learn to communicate that you care about their struggles and are there to help. Once buyers feel you “get” them, your relationship will move from transactional to fully engaged!