Believe it or not, one of the reasons why direct mail marketing collateral makes such an impression on so many people is because it has an inherent trustworthy quality that digital alternatives do not. Anyone can send an e-mail in seconds – direct mail takes time, care and attention-to-detail, and make no mistake, your audience can feel that.
Having said that, simply using direct mail alone often isn’t quite enough to get the job done. Therefore, if you really want to create more trustworthy direct mail content, there are a few key pointers that you’re absolutely going to want to keep in mind.
The Art of Trustworthy Direct Mail: An Overview
One of the best ways to make sure that your direct mail collateral is as trustworthy as you need it to be involves paying particular attention to the visual element – which, of course, means graphic design.
People aren’t going to trust (or respond) to mail that looks like it was just slapped together. Random images and inconsistent fonts are almost worse than making no interesting visual choices at all. Therefore, remember to use easy-to-read fonts that make sense given your message and always pair your text up with relevant images. Make sure the visual element of the entire piece ties together to offer your readers a true, meaningful experience in every sense of the term.
Likewise, you’ll want to make sure a few other important elements are accounted for in your larger marketing strategy. The first is your headline – make sure yours reads like it was written BY humans, FOR humans. We can all spot a fraudulent SPAM email from a mile away, and so much of that has to do with the weird, illiterate-sounding headlines that usually come with them. Make sure your direct mail collateral does NOT fall into this trap.
Finally, you’ll want to end your piece with a clear and consistent call-to-action. If you want someone to take their desired step, you have to go above and beyond to let them know what it is… and why it’s a step worth taking in the first place. If you do all of this, people will do more than just trust you – they’ll head right to your (virtual) door.
With all of that in mind – if you’d like to find out more information about how to create direct mail collateral that is every bit as trustworthy as it is compelling, or if you’d just like to talk about the specifics of your own situation with someone in a bit more detail, please don’t delay – contact us today.
