Building trust among potential buyers can be difficult. After all, if they haven’t made a purchase yet, you haven’t had a chance to prove yourself. That means it’s up to you to develop trust through the marketing phase, which includes your direct mail marketing efforts. How can you possibly encourage prospects to trust you through your mail? Here are some quick tips.
Understand Your Brand
Before you start sending out messages to everyone in your buying area, make sure you understand exactly who you’re trying to reach. At this phase in the marketing campaign, you can’t know which of your recipients are potential customers. That doesn’t mean you should send a watered down message hoping to corral as many people as possible.
Instead, show your buyers exactly who you are and what your mission is. Those who connect with your brand will be your buyers. They will find ways to engage, such as following a PURL to your website or following you on your social media accounts. Some may even drop in for a visit to see what you have to offer.
Understand Your Buyers
Once you’re aware of the potential buyers who like your brand, it’s time to reach out to them as individuals. Through their visits to your website and their subscriptions to your email and direct mail updates, you can determine how to address your mail.
Receiving personalized mail, especially from a brand they’ve already expressed interest in, is one thing buyers say helps build trust before a purchase. Start building that trust with relevant messages as soon as you can.
Pay Attention to the Sales Cycle
Some of your prospects will be ready to make a purchase before others. You can understand this process by paying attention to the interactions you’ve already had. Have they spent some time checking out your website? Have they emailed or called to ask questions about a specific product or service? Maybe they’ve scrolled through the testimonials and reviews a few times, trying to decide if they’re ready to take a chance.
These are the buyers who are ready for a specific offer, whether it’s a free trial period, a tutorial session, or the chance to bundle multiple products for an even better deal. Of course, you don’t want to set an expectation of discounts every time they buy, so use your judgment and avoid such stellar offers that you’ll never live up to the hype after the first purchase.
Maintain That Trust
Once you’ve convinced a consumer to make a purchase, your job doesn’t end there. Always thank them for trusting you and offer any customer service they may need. This could come in the form of a letter that gives information on how to reach customer service representatives at any time. It’s also not a bad idea to follow up with tips on how to make the most of their purchase.
Remember, it’s much easier to retain customers than to acquire them, and it costs less money, too. The trust you cultivate with your buyers should always be there, so continue your efforts long after your buyers have become loyal customers.