First Up: Testimonials
6. Don't Drop the Ball
Kern illustrates a big misuse of customer testimonials in a leading insurer's direct mail package. The front of the outer envelope is splashed with quotes about how much customers love working with its agents, yet the quotes are not attributed to anyone in particular. So the testimony is questionable from the beginning. Then inside the package, there is no mention of the testimonials teasers from the outer. "By the time you get inside the package, there is a total disconnect of what this was supposed to be about-people loving their insurance agents-and then they just drop you into a hard sell," he laments.
When you're using testimonials, Kern concludes, be sure you deliver comments that feel honest because in today's marketplace, consumers know when they're being manipulated.