Direct Mail Strategy: Boost Customer Confidence
I recently spoke with a client who said he was having trouble getting customers (not prospects) to respond to his direct mail offer because they said it sounded “too good to be true.”
The offer is a club membership. Membership provides church choir directors with regular shipments of new choral products like sheet music and full-length demo CDs to preview before buying. Membership also includes a rebate that lets customers recover the entire cost of membership with their first order. The preview products are “theirs to keep” at no additional cost, whether or not they order. The goal of the Choral Club mailing is to encourage more orders of new products and increase the average order size by reducing the risk of ordering unknown pieces of music for an entire choir.
From a marketing perspective, this seems like a no-brainer: Why would a customer who already orders choir music from this company not join? The rebate removes any financial risk.
However, from the customer’s perspective, the offer sounds unbelievably generous. So, what should you do when faced with this buying objection?
Look for opportunities to instill confidence, remove the too-good-to-be-true objection and encourage response by neutralizing the risk of disappointment. Here are some tips for accomplishing these goals. A couple are particularly appropriate for direct mail; others apply to all types of media, both online and offline.
• Start with your guarantee. While a simply stated, ironclad guarantee is a “must” for first-time triers, it’s also a reassurance policy for established customers. Your guarantee provides a foundation for building credibility.
Don’t just state your guarantee on the back of your order form or at the bottom of your response device. Showcase it as an important reminder that you truly value your customer. Lands’ End recently devoted half a catalog’s inside spread—a major hot spot—to its guarantee, “Guaranteed. Period.®”