One of the major reasons that people love direct mail in the first place is because it’s authentic. As opposed to an email which can be easily ignored (and deleted just as quickly), direct mail has an air of legitimacy to it. It’s tangible – you can hold it in your hand or pin it up to your refrigerator, and that absolutely goes a long way towards the impression you’re trying to make.
But if you really want to use direct mail marketing materials to build customer loyalty, you need to rely on one element above all others: brand transparency.
The Art of Brand Transparency
At its core, brand transparency means exactly what it sounds like: you’re creating an image that says to everyone listening that YOURS is the brand to be trusted.
This means that you say what you mean and you mean what you say, but it also conveys the fact that you’re honest, open, fair and don’t care who knows it. To put it another way, it means that your brand operates in a way that doesn’t just stand up to public scrutiny, but invites it, because you know you have absolutely nothing to hide.
There’s a good chance that you’re already operating your business with this mentality, and if you are – terrific. But if you want to make sure as many people as possible actually know it, you’ll want to take a few key approaches with your direct mail collateral.
This means crafting marketing materials around topics like:
- How you make your products. This can involve discussions about how you treat your employees fairly, or how your operation maintains sustainable practices.
- The types of organizations you support. You’ll get bonus points if those charitable organizations are local to a very niche, specific group of people.
- Why, exactly, your product or service costs what it does. People are willing to pay a little bit more for items if they’re completely sure that the extra money is worth it in the end.
- How, precisely, you validate any claims that you make in your marketing. This includes any talk about being “better than your competitors.” For example, customer testimonials are an excellent way to legitimize such claims.
This is how you create a positive impression about your brand with consumers, and make no mistake: if you play your cards right, it will also build the type of loyalty that lasts a generation or more.
If you’d like to find out more information about how to use brand transparency to build customer loyalty, or if you’d just like to discuss the specifics of your own situation with someone in a bit more detail, please don’t delay – contact us today.
