Direct Mail Marketing Builds Trust - Direct Mail Marketing 101

The Holy Grail in business relationships (or any relationships for that matter) is trust.

It?s also the hardest thing to earn and develop and the easiest to lose if not cultivated over time.? It involves developing credibility. It involves being likeable and sincerely liking other people. It can?t come from feigning sincerity or being phony.

Direct mail can be a touch point with your customers. Why is this so important? People, normally, do not like doing business with people they don?t like. Chances are you won?t go out of your way to buy some product or service from somebody that rubs you the wrong way. It will leave a negative image in your mind and you won?t want to repeat the experience.

How can you develop trust and how can direct mail do that? We come back to the area of credibility. You must always do what you say you will do and follow through. If your offer is a free inspection, then make it truly free.? Don?t hide costs in your ?free? estimate or you have essentially deceived your audience.? You can use direct mail marketing to give your customers the opportunity to test your business product or service.? Your brand, unless you are someone big like Pepsi, will need to build trust amongst your customers over time.? Your communications to your prospect or customer should reflect who you are and your reputation. You must also show a sincere interest in your customer of prospect and what concerns them. ?Remember it is the customer?s problem that your product or service answers a response to.

You also cannot hurry a relationship along. Much like a physical relationship, you don?t meet someone and immediately marry him/her. Such a rush to bond behavior usually results in push back and makes you look either desperate or more interested in your own needs and desires.

Direct mail and direct marketing techniques allow you to build a relationship with your present customers and start the process with new prospects quicker and more effectively by targeting people who are the most likely to use your product or service. You can also use multiple mailings and ?touch?s? to slowly build the relationship and let the trust grow over time. Remember, what is most important is the lifetime value of a customer. And the lifetime value of a customer is much higher when you have built trust and in the long-term continue to nurture your relationship.

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Source: http://www.directmailmarketing101.com/2012/07/direct-mail-marketing-builds-trust/

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