Beware the Christmas Syndrome

Direct marketers often capitalize on the Christmas Syndrome - the desire we all share to "see what's in the box!"

Think about returning to your desk after a week's vacation. And imagine that in the middle of the large pile of mail there's a small box addressed to you. As you tackle that stack of mail, what will you likely open first? Almost everyone will open the package first. Your focus is on the box - not on the important letters and faxes surrounding the box. (Direct marketers use three dimensional mailings to be certain those mailings are opened first and remembered later.)

As you use props in your future presentations, remember the Christmas Syndrome and be certain you completely hide your prop(s) until you need them. Retrieve dimensional props from under a table. Hide boards with a plain black or white cover board that carries only the logos of your firm and your customer's or prospect's logo.

With props, timing is critical. If you show a prop too early your audience will focus on the anticipated surprise rather than the important messages and information that will help you get the decision you want.