Direct Mail Honesty Is the Best Policy

Direct mail is considered by consumers to be the most trustworthy of all marketing channels. It is extremely important to create copy, calls to action and offers with honesty. This is not the time for a bait and switch or a poorly worded offer that is interpreted wrong. Direct mail is about respect. Respecting the recipient’s intelligence, as well as their time is very important.

That is why we strive to help client’s create targeted offers consumers want to receive. I like the quote by James E. Faust “Honesty is more than not lying. It is truth telling, truth speaking, truth living and truth loving.” Can your customers count on you to help them create direct mail pieces that are honest?

Over the years I have seen a lot of bad direct mail. Many times it is poorly written copy. Long winded and confusing information does not make good direct mail. Short and concise is the key. Albert Einstein said “If you can’t explain it to a 6 year old, you don’t understand it yourself.” We can apply that quote to direct mail copy.

Direct mail copy should be:

• Simple: KISS is the best way to get your message across.
• Direct: Tell them what you want them to do, don’t beat around the bush.
• Honest: Use language that is accurate and up front.
• Concise: Find a way to say what you mean with as little words as possible.

Your customer’s brand is everything. Make sure that their direct mail is not conflicting with their brand, either by design or copy. This creates confusion and mistrust for consumers. When their customers and prospects can clearly understand and see the value of the targeted offer, you increase the ROI as well as continue to build trust.

In order to create an honest and trustworthy image with your direct mail, there are some words you should avoid using as they can be seen as not entirely true. Companies that put misleading language on their direct mail, may get away with it for a little while, but customers and prospects will soon figure it out.

Here are some examples of misleading words:

1. Virtually: This word is just telling people that it is not really true.
2. Fortified: Stick to what is real, do not embellish with words like this.
3. Evidence suggests: Avoid passive voice and cite your sources.
4. Most people: Identify your exact figures and use them in place of general quantifiers.
5. Four out of five experts recommend our product: Honestly highlight the benefits of your product and back your claims with actual proof.

Embellishment for the sake of marketing is a really bad idea. Show your clients how to stay away from the grey areas and focus instead on a few of the really great things about the product or service. Testimonials are great! However, be aware of testimonials that are vague or overstate the benefits too much. Misleading recipients with bad testimonials still fail to support the brand. Make the right choices on who should be included on the direct mail pieces.

When you truly respect the people you are mailing to, they know it. Providing them with quality offers that interest them is the only way your direct mail provides your customers with long term ROI. Direct mail is building relationships with people, just in a different way than social media. Therefore, you’re teaching your customers how to treat their customers and prospects like the people they are, not a number on an ROI chart.

Sometimes we forget what we are truly doing with direct mail as we get bogged down in the day to day numbers. People are not numbers, when you start treating them as though they are, you lose. Take a look at your last few direct mail campaigns with a fresh lens; can you make some adjustments based on what we have just discussed? Are you ready to get started?