Psst! Want to Buy a Used Car?

Circulation Management, Sept 1, 2003

Byline: ELAINE TYSON

If you have some doubts about credibility equaling success, consider the direct mail offer I received a few weeks ago. It was a hand-addressed, closed-face envelope with a stamp affixed. The postmark said Madrid. Because it was addressed to me personally and looks official and intriguing, I opened it to find a one-page letter purporting to be from the Department of Energy and Natural Resources in Johannesburg. It begins:

Dear Sir: It is my great pleasure in writing you this letter on behalf of my colleagues. Your impeccable credentials were given to me by a member of the South African Export Promotion Council (SAEPC) who was with a government delegation to your country.

Hmmm. I guess my impeccable credentials overlooked the fact that as a woman; I don't really like being addressed as "Dear Sir." The letter goes on to offer me a 25-percent share of $24.5 million, if I help this person transfer that money abroad to an offshore account. Right. Now I'll tell one. The last paragraph is a real winner. It says:

The business itself is hundred percent safe, provided you treat it with utmost secrecy and confidentiality. Also, your area specialization is not a hinderance (sic) to the successful execution of the transaction. Hence we have reposed our confidence in you and hope you will not disappoint us. Call 0004 XXXXXXX or fax your responses to indicate your willingness in assisting us.

Yeah. That seems like the best way to ensure confidentiality. Well, this mailer is doomed to disappointment. The offer is so clearly a scam that I can't believe that the sender actually thinks anyone would respond to it - except, perhaps, the same person who flew to Publishers Clearing House to collect the prize he "might" have won. I particularly like the note at the bottom of the letter that says:

To avoid impersonation and for security reasons, please ask for the code word whenever you call me. The code word is 'Blair'. If this code is not mentioned by whosever (sic) claim to be me, please disconnet (sic) and call again.

So, I should use this code to avoid having someone impersonate me, or what? Puleeze. I called the number a couple of times, but someone kept hanging up on me each time I shouted "Blair," so I can't find out more about this amazing offer for you.

I'm so offended by this scam that it's difficult to find printable words to tell you what I think. However, it does make clear that legitimate direct marketers selling valuable products through the mail have to overcome the skepticism of an audience bombarded with this kind of stuff to have any chance to make a sale. So, how do you avoid being lumped together with the scam artists?

You can do it by establishing and maintaining your credibility in every element of your direct mail package, starting with the outer envelope. If your magazine has instant name recognition, that automatically gives you credibility. People will recognize your name and, perhaps, your logo. Your magazine's image will be conveyed immediately.

If you lack instant name recognition, then you'll have to work a bit harder to establish credibility within your market. Smaller, lesser-known magazines need to include things such as years in business, company size and names of other company-published magazines in their direct mail copy.

There are lots of ways to maintain credibility, including selecting an appropriate spokesperson for your company. For a large, well-known magazine, it's not believable to have the CEO sign the sales letter. In that case, the editor or a marketing person probably makes the most sense - someone with whom the reader can identify. On the other hand, a small magazine would do well to use the owner or a high-ranking executive's signature on the letter. People feel more confident about buying from the person most logically to be credible and trustworthy.

The copy tone in the package should be in accordance with a well-known magazine's corporate image, as well as the person signing the letter. Friendly and accessible copy makes a prospective subscriber feel that she has someone to relate to in a big company. Smaller magazines benefit from a tone that's strong, straightforward and persuasive.

Using a guarantee lets prospects know that the offer is coming from a legitimate company. A guarantee is expected from well-known publications as part of the magazine's effort to safeguard its image. It's an absolute necessity for smaller magazines. Guarantees should be clear, carefully worded and visually enforced with strong graphics.

Testimonials also can be used to enhance your magazine's credibility. These aren't usually necessary for well-known publications, but they can be very important for smaller ones. Just be sure that you use real people with real names. Unattributed testimonials aren't impressive or believable.

The offer that you make to prospects has a lot to do with making your magazine credible. Never oversell or engage in hyperbole. People know that if some-thing is too good to be true, then it isn't true.