How to Convey Trustworthiness in Direct Mail Marketing Sales Letter

A person or business that might buy from you is called a prospect. But they might just as accurately be called a skeptic. We live in the age of the spam filter. And call-display. We live in what fellow-copywriter Herschell Gordon Lewis calls, "The Age of Skepticism."

Your sales letters must overcome your reader's built-in baloney detector. Your prospective customers are on their guard. Here, in no particular order, are some tips on how to prove your trustworthiness on paper.

1. Third-party endorsements

If your product has won an industry award for innovation, say so. If your service was ranked among the top 10 in your industry by a trade publication or other impartial group, mention that. Leverage the positive press you've received.

2. Testimonials

If your clients have said kind things about your company, your products or your customer service, cite these accolades in your sales letters, with the client's permission, of course. Solicit these testimonials often, and file them. Wherever possible, use the testimonials that speak to the concerns and challenges facing each particular prospect that you write to. To increase believability, cite the full name, job title and company (and website if the testimonial appears online) of each person who gives a testimonial.

3. Industry accreditation

If your company is ISO 9000 certified, and if that is of value to your prospects, say so. If you are members of your industry association, or the Better Business Bureau, and if saying so will increase your believability, mention that as well.

4. Longevity

The longer you have been in business, the easier you are to trust. So mention your years in business or the year you were founded, whichever sounds the most impressive and plausible.

5. Industry leadership

Are you the leader in your industry? That's worth a mention. You can demonstrate leadership in terms of annual sales, breadth of product line, market share, number of employees, number of customers, and number of countries where you have a presence.

Special challenges

If your company is brand new, unknown, or cannot say any of the above things, there are still ways to communicate trustworthiness. Incorporate your business, since having Inc. after your name makes you look established. Get a toll-free number. It says "big business" and "customer service." Offer a money-back guarantee. Offer "no money up front, pay later" terms. Add the years that your partners have been in business and present that figure as your combined years of experience. Locate your office at a prestigious address in the same neighbourhood where your competitors are known to do business (Madison Avenue, New York, for advertising, Saville Row, London, for men's suits, and so on).

ABOUT THE AUTHOR
Alan Sharpe is a business-to-business direct mail copywriter and lead generation specialist who helps business owners and marketing managers generate leads, close sales and retain customers using creative direct mail marketing. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at http://www.sharpecopy.com.

© 2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).

---

Listen To What The Marketing Experts Say

But more importantly, watch what they do. If you do... Read More

Direct Mail Postcard Rules

It's a fact that your customers are your best leads.... Read More

Direct Mail Strategy - Brand Identity Guru

1. Know your purpose: What do you want your direct... Read More

The Seven Keys to Marketing Genius: The Complete Guide to Increasing Your Marketing IQ

How smart is your marketing? Do you follow the crowd... Read More

10 Awesome Ways To Attract More Orders

1. Create a free ebook directory on a specific topic... Read More

5 Tips to Grow Your Business Globally

Entering into Global markets is a great way to organically... Read More

3 Quick Robotic Online and Offline Marketing Strategies to Help You Work Less and Make More Money

What is Marketing? There are many text book answers to... Read More

15 Commandments Of Creating A Wealth Pulling Niche

Niches are like bathrooms; you never notice them until you... Read More

Give me a Referral any Day - the Power of Networking

I nearly panicked recently! Well, maybe a slight exaggeration but... Read More

The Importance of a Marketing Plan

There aren't many things in life that you would get... Read More

Always Sell To New Eyes And New Ears

One of the hardest things for you to do as... Read More

Dont Advertise Your Business - Market It!

Too many business owners believe that marketing their business means... Read More

Target Market - 3 Big Reasons You Need To Know Yours

Rule Number One when writing marketing materials is "Know Your... Read More

Marketing Flat? Is It Your Plan or Your Vision?

60+ hour workweeks, cash flows that constantly keep you up... Read More

Trade Show Display Booth ? A Marvelous Contact System

Trade show booths are one of the best direct contact... Read More

Eight No Cost Ways to Market Your Business

Are you trying to promote your business with a tiny... Read More

Take It To The Customer

In the past, purchasing ad space was the solution to... Read More

Maslows Marketing Filter

One of the basics of all marketing and advertising training... Read More

10 Powerful Marketing Tips

1. Print your best small ad on a postcard and... Read More

CRM: Strategic Engine or Just Another Tool?

CRM?strategic engine or just another technology tool? How would you... Read More

Mail Can Make You Money

Are you still waiting for business to turn around before... Read More

Eliminate Your Competitors With 2 Simple Steps

In business, having competitors goes with the territory. There's almost... Read More

Postcard Marketing Done Right

Say it with a post card. A well designed, colorful,... Read More

15 Ways to Promote eLearning Programs

Pre-note: In this article, teleclass is an example used to... Read More

10 Effective Ice Breaking Questions

Whether you go to a Chamber of Commerce event, a... Read More

Boost Your Direct Mail Response Rates with Mapping Technology

On Superbowl Sunday, Domino's Pizza delivered more than 900,000 pizzas-and... Read More

5 Reasons Your Marketing Communication is Falling Flat

One of my associates sent me a promotional email she'd... Read More

Breaking The Voice Mail Barrier

Even if you never place a cold call, you still... Read More

Lack Of Business Isnt Always The Problem

When you're just starting out in business, it's a safe... Read More

How to Get the Right Clients and Avoid the Wrong Ones

If you are like most service professionals and small business... Read More

CRM System: Give Meaning to Your Data

A customer relationship system (CRM) system uses technologically-driven strategies to... Read More

PowerPositioning: WillYouAcceptThisRose.com

Positioning is a powerful concept in marketing. To illustrate, have... Read More

Twelve Places to Buy a Mailing List

©2004 Jeffrey DobkinThere are two types of lists, determined by... Read More