The fonts you use reflect on your company brand. Fonts that are hard to read or super small sizes elicit suspicion. What are you trying to hide? There is no reason to create suspicion with your fonts. All caps fonts are hard to read as well. This will end up in the trash.
How To Fix It: Use easy to read fonts. This doesn’t mean you have to stick with Times Roman or Arial — get creative. Do not use all caps in your copy. While it’s fine to use smaller font sizes for less important information, there is no reason to use a 6pt font size on your direct mail. Keep in mind when sending mail to older adults, they appreciate larger font sizes because it makes it easy for them to read. Be simple and straight to the point.
When your testimonials come across as fake or shady, you have a real problem. Vague wording and people from random small towns are not believable.
How To Fix It: Your testimonials should include a name, a picture and specific details about your product or service. Use only real ones— don’t fabricate. Ask people to provide you with feedback you can use.
These are a few of the most common ways direct mail can be seen as untrustworthy. Gimmicks to get people to respond will backfire on you. Authentic and direct messaging is the only way to engage people and get them to trust you. People buy from people and companies they trust.
Have you seen other ways direct mail has gone bad?