Creative Techniques That Work
• Include your company name and logo on every component in a mailing. It doesn't need to be large; in fact, it should not be the focus of the piece but merely a "signature," a gentle reminder of who you are. You never know which piece(s) will get retained for later action.
• With a customer, you may not need to devote as much copy describing your company and why it's "the expert." At the same time, never assume. For example, many catalogers have a tag line that appears under the catalog name as a reminder of its area of authority (e.g., "Purveyors of Fine Food"). Even if you're not a cataloger, you may want to have a line of copy that reminds customers of the domain in which you're the authority—something to include in letters, brochures and other communications.
• To a prospect, however, you're a stranger. He or she may have heard of you or seen your company name and logo, but any credibility you have is based merely on hearsay, not experience. Work diligently to establish and build credibility in everything you send, say and do. This includes how your customer service phone calls are handled, what's featured in your outgoing package inserts, and what's noted in your letters, e-mails and on your Web site—as well as how each of these forms of communication look.
Credibility Builders and Boosters
Customer testimonials are highly effective third-party marketing tools for establishing credibility. Better than celebrity endorsements, they allow customers to communicate to your prospects from the vantage point of having once been in their non-customer shoes. Use testimonials as headlines, on outer envelope teasers, and in brochures, e-mail messages and more. One short testimonial that sounds sincere in addressing a potential major buying objection is far more powerful than any copy claim you can make or any size logo.