Solid or Sketchy? 5 ways to make mailers more credible
Research shows that 76% of people trust the direct mail they receive.
Great news, right? Unless you’re not getting the response rates or ROI you expect. Such shortcomings could indicate an audience’s lack of trust in your company or your message. Use these proven tips to overcome reader resistance.
1. Feature reviews. User testimonials can give your mailers instant credibility. To boost believability, include names and photos, if possible.
2. Unclutter it. Make sure pieces aren’t packed with too much copy or imagery. This helps convert skimmers into buyers.
3. Get to the point. People won’t take time to wade through bloviation. If you want to build loyalty and foster trust, craft content that’s accurate, concise and above all, reader-relevant. Always answer their number one question: WIIFM (what’s in it for me?)
4. Emphasize readability. Dense copy and overly small type fonts can arouse suspicion and turn readers off. Spend time on design and typography to maximize user engagement.
5. Show people. People relate better with marketing when it features (you guessed it) other people. Try to feature those in your target demographic using, interacting with or benefitting from your offering. Trust begins with a good impression. Especially in sales and marketing.
