Direct Mail Tip #4

4. Establish Credibility
Prospects want to deal with businesses that are experts in their field or marketplace. Here are some techniques that can build this sense of credibility into the direct-mail package:
Add a few quotes from happy customers, it makes prospect comfortable about what you offer. “Taco Palace has the friendliest staff and tastiest food. My kids won’t eat anywhere else! Thanks Taco Palace!” “Bob’s Bug Bashers provided fast and professional service; they showed up 20 minutes before my dinner party to remove a dead rat in the wall. I will always use Bob’s Bug Bashers for all my bug bashing needs!”
If there has been positive press, you may want to add that too. “Taco Palace – Voted Houston’s best Taco 3 Years in a row!” “Bob’s Bug Bashers received the award for most bugs bashed in 2007.”
Name drop (if it is relevant – and true). “Oprah’s favorite taco spot in Houston!” “Bob’s Bug Bashers services the homes of Mayor John Doe and rap star Real-E!”
Include associations you are a part of including the Better Business Bureau.
Make sure the direct mail item is consistently branded with what prospects have seen before from you. This increases recognition and builds consumer confidence. (Just putting your logo somewhere does not count)