5 Proven Steps to Verify Testimonials in Direct Mail for Authenticity and Trustworthiness

Common cognitive biases can affect the decisions customers make. Certain ones lead them to believe or act in ways that others do or to believe one opinion over another. Examples include:

• Groupthink or the herd mentality
• Halo effect
• Authority bias

Our home service marketing survey revealed that direct mail remains an effective way to promote your product or service. The problem is making sure that the word is convincing.

You can use existing biases without getting swept up in them. Testimonials are a valuable form of social proof. They can encourage a herd of customers to come towards your product or service, but only if you vet them first.

Read on for five steps to verify the authenticity and trustworthiness of direct mail testimonials.

1. Verify Testimonials for Direct Mail

Direct mail testimonials are a way for customers to respond to direct mail. Many customers may already want to. Encouraging them to do so with incentives or emails can help your campaigns.

One of the most important, proven testimonial verification steps is to ask for consent to use the testimonial first. Ask if you can also use visual elements. That includes everything from the logo of their business to a picture of their face. 

This protects you from breaching any ethical or legal guidelines. Showing where a testimonial came from also makes it seem more trustworthy to customers.

Verify testimonials for direct mail.Checking all the details they give you to make sure they're accurate. That includes the provider's:

• Name
• Company
• Position
• Contact information

Look at the information within them. Check for anything you know is inaccurate or exaggerated. If you do find anything, move on and look for another testimonial.

2. Check the Source

One of the best ways to ensure testimonial authenticity is by going directly to the source. You need to verify the trustworthiness of not only what's being said in them but also who's saying them.

There are several options for receiving testimonials in today's internet age. A few of the available options include:

• Direct email
• Review sites
• Social media

Check the authenticity of the platform itself. Does it have a generally positive reputation? Are the reviews on it trustworthy, with a mix of informative, positive, and negative comments?

Then, go look at the person who left the testimonial. Are they trustworthy? Most will leave thoughtful, evidence-supported opinions. Others may copy and paste the same review across multiple platforms. They could also be getting paid to leave only positive comments or decide to troll businesses with unfairly negative ones.

Local celebrities or influencers can also help small businesses if you choose the right one. If they're willing to leave you a positive testimonial, check their reputation. Reach out to them if you can. Having them on your side helps make your brand seem more trustworthy.

3. Use Multiple Trustworthy Direct Mail Strategies

Not all testimonials are created equal. Certain types may seem to be authentic direct mail endorsements for one audience but may be lacking for another. 

That's why you need to start your efforts by identifying your target audience's demographics. Who buys your products or pays for your services? What's their:

• Age
• Gender
• Location

Once you know that, you can begin customer segmentation. Split your audience into different segments. Think about what segments will respond to each one. The testimonial that would convince your youngest customer may not be the same as the type that would convince your oldest one.

Vary up your strategy of where and how you use them. Use different trustworthy direct mail strategies, such as:

• Text
• Audio 
• Video
• Images

Using text is straightforward and shorter. Its lack of visual elements can make it feel less interesting and trustworthy.

Video is longer to watch and takes longer to make, but it's one of the most trustworthy types of testimonials. Seeing a customer speak about the benefits of your product or service makes their comments more believable to everyone. 

Combine these strategies to reach as many of your potential customers as possible. It adds variety to your testimonials, keeping them interesting. It also makes them more trustworthy. When customers see how many different ways you've found to find positive comments, they'll know you're worth trusting. 

4. Enhance Trustworthiness 

Putting a customer's picture or name beside their testimonial makes it feel more trustworthy. The facial feedback hypothesis says that facial expressions convey and influence feelings. Seeing a smiling customer does more than show they gave the testimonial because they're satisfied with the product. It brings home the point that you should be, too.

Other visual elements you could include are:

• Logos
• Photos
• Videos

Look for testimonials that provide specific, evidence-based information. Data about how much you helped a customer save is more valuable than claims that you offer a "quality product." 

Using both visual and textual information also makes the testimonial more engaging to read. Design is another important part of trustworthiness.

Keep the testimonial set apart, but not too much. Utilize your brand's distinctive elements to maintain creative consistency. If a testimonial sticks out like a sore thumb, it won't feel trustworthy. 

5. Keep the Testimonials Current

Products or services that once served a purpose can quickly become outdated in the fast-moving technology age. That's why most customers believe that reviews older than a few years are no longer relevant.

The same is true with testimonials. Switch out old ones with newer ones on a regular basis.

Recent testimonials can highlight any changes you made to improve your business. They also demonstrate that you have a customer base that has remained loyal over the years.

How to Use Direct Mail Testimonials in Direct Mail Campaigns

Direct mail testimonials are a valuable marketing resource, but they aren't all created equal. Verify their authenticity, use multiple types, utilize design to enhance their appeal, and continually add new ones.

This helps keep your testimonials trustworthy. Customers will look at them as proof that you're a quality business.

Taradel understands that every small business owner has lofty goals. We can help you achieve them with an all-in-one marketing platform.  

Your goals combine with our technology and the experience of our team. Plan your next campaign with us today.