If you are not getting the expected response rate on your mail pieces, you could have a trust problem.
There could be many reasons why your direct mail piece is not trustworthy. In order to get the best ROI, here are some key things to focus on as you design and write copy for your direct mail campaigns.
Testimonials — Real reviews from real people make a big difference. Be sure to use reviews that are clear and specific, as they are more believable. Make sure to include their names and, if possible, pictures. Of course only include ones that are relevant to what you are selling on your mail piece.
Cluttered — Too much information on your mail piece can be confusing. People like skimming, so make it easy for them to understand what you are saying. You don’t want them to feel like you're hiding something in that extra copy. Bullet points and bolding help highlight the most important information.
Content — Be direct and specific with your headlines, calls to action, and copy. Be realistic with your statements and promises. Authentic and direct messaging is the best way to build trust. Do what you say and say what you do. Under-promise and over-deliver to build customer loyalty.
Dated — Are you writing new copy for each campaign or are you picking up old copy? Check your copy for out-of-date wording. These days, information is changing very quickly. Your copy needs to change, too.
Fonts — Your choice of fonts matter. Fonts that are hard to read or super small sizes elicit suspicion. Use easy-to-read fonts. This does not mean you have to stick with Arial or Helvetica; you can still be creative with easy-to-read fonts. Do not use all caps. While it is OK to use smaller font sizes for less important information, there is no reason to use a 6pt font size on your direct mail.
Images — Are you using images with just your product in them, or are you using images where people are using your products? People relate to other people; make sure that you use images that include people.
Clear and compelling messaging is necessary to make the right impression. You only have a few seconds before you end up in the trash.. Your message is your brand promise; it cannot be vague and open to interpretation. This also includes over-promising or using bait-and-switch tactics. These things leave a very bad impression about you and your products or services.
People buy from people and companies they trust. Are you one of them? It’s not just what you say on your mail pieces, it’s how you say it that matters most. Honesty is the best policy, so stick to the golden rule. The colors you choose affect your prospects' and customers' moods, so make sure you are using the correct colors to go with your message. Not sure what the colors mean? Check out the colors post. Now you are set to create the most effective direct mail campaigns.
Source: Target Marketing by S. Gould
Edited by: b Prohaska