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Building Trust In Local Direct Mail : Building Trust In Local Direct Mail

August 6, 2014 By Paul Bobnak
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Direct mail is full of missed opportunities, like a blank envelope that doesn't do its second, but equally vital, job: to get itself opened.

Here we have two local home services businesses that use very different self-mailers to share valuable information, and thereby build trust with their prospective customers.

The first contractor, Horizons Services, regularly mails a "Consumer's Guide for Replacing Your Heater and/or Air Conditioner." Besides tips on how to choose the right repairs, the brochure also highlights the extensive training of the company's employees.

Another contractor, Affordable Water Heaters & Plumbing, mails a two-sided 6" x 11" oversized mailer. Rather than simply advise the prospect on who to call for emergency service, this giant yellow sticker is designed to be applied to the front of a water heater, and from there, start doing its job.

On the left side is a list of things to look for to avoid problems. The rest gives instructions for when trouble arises and includes a diagram to describe it to the company, whose local service numbers are also spread across the bottom.

By leveraging important content, these companies position themselves as authorities, ready to be trusted when they're needed.

For more resources with extensive design and copy tips, as well as case studies and best practices- all designed to help build response- go to and click on the bookstore tab.



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