Do your clients ever tell you they feel stuck in a rut when it comes to getting the word out about open enrollment? Want to be the hero who helps them engage their employees better than ever this year?

Tell them to think like a marketer.

If your clients want to move the needle, they should stop sending out postcards, posters and reminder emails as HR doing its due diligence and instead view these communications as an opportunity to appeal—as engagingly as possible—to the fears and desires of their employees in a way that gets results. You know, the way Don Draper from Mad Men might do it.

Here are five tried-and-true communication tips to pass along:

1) Answer the million-dollar question: “What’s in it for me?” Telling employees what they should do isn’t enough. Benefits teams also need to explain—in every single piece of communication they send out—what pleasure or pain employees will receive or avoid by taking that action.

Will using a particular resource save employees the regret they might feel if they missed out on potential savings? Will it give them peace of mind? Will it be surprisingly easy and enjoyable? Don’t hesitate to let them know.

2) Don’t be shy about talking dollars and cents. Like all of us, employees think in terms of the bottom line. Why not use that to your advantage? Instead of simply saying, “Don’t forget to review the plan changes this year” in your communications, say “Are you sure last year’s plan is saving you the most money? Double check with [Solution X].” Or: “10 minutes reviewing your benefits options this fall could save you hundreds of dollars next year.”

3) Consider including a message that focuses on tax savings accounts. Many HR departments—especially at companies that employ a passive enrollment or only offer one plan—struggle with the problem of employees who default into what they had last year, without giving their options a thought. To discourage this kind of benefits sleepwalking, it’s important to make employees realize that last year isn’t necessarily going to be like this year when it comes to their health care needs. Therefore, it’s unwise—especially from a financial standpoint—not to take a few minutes to visualize how their needs might change and make the necessary adjustments.

Specifically—beyond their central “Don’t forget to enroll!” or “Save money and get smarter with Tool X” messages—your clients should consider messaging that puts a bug in the ears of their employees about the variety of life changes they might encounter in the new year. For example; “Are you getting married or divorced this year? Got kids with orthodontia in their future? Are you or any family members changing medications? If so, take a fresh look at how you’re contributing to your FSA or HSA.”

4) Make sure your get-the-word-out campaign is appropriate to your workforce. Do a large percentage of your employees work out in the field, away from the Internet or work emails? If so, an email-heavy awareness campaign probably isn’t the best plan.

Instead, you might focus on distributing break room posters and fliers. Send postcards to the home. Ask on-site managers to call meetings. And provide managers with talking points to discuss during their stand-up meetings with staff.

5) Sprinkle in some humor and surprise, when appropriate. Incorporating tasteful moments of humor and surprise into the dry, impersonal world of benefits can go a long way toward getting your employees to perk up and listen.

In practical terms, this might mean:

• Posters and postcards incorporating an eye-catching image that doesn’t scream “stock art”
• Emails that are helpful but also feel like they were written by a human being
• Presentations that try to entertain as much as they educate

Professionals who not only acknowledge the importance of actively motivating their employees to take the actions their team is hoping for during open enrollment, but also create their messaging accordingly stand a much better chance of meeting goals than those who see “getting the word out” as simply crossing out boxes on a to-do list.

Mark Rader is a benefits communication expert for ALEX, Jellyvision’s award-winning employee communication platform.