Direct Marketing: How to Diminish Trust Example

Recently, I received a direct mail sales letter from an investment firm. This firm wanted me to complete a short form to request a "free guide" about the "...Biggest Mistakes Investors Make." While there were quite a few issues with the sales letter, I did open it so I'll give them that.

Here's my main problem, though, with the direct mail piece. On the "confidential request form," the offer provides two primary options. The first option is to check "Yes! I am an individual with assets totaling over $500,000." Right below the check box is another set of check boxes asking you to offer up your total net worth. Uh, right.

What interested me most about the letter was the next major check box below a line saying "or" "$0-$500K (Currently, I do not have assets totaling over $500,000, but keep my name and number on file as things may change.)"

I'm not kidding. That's what the letter said from an investment firm that says they have billions in assets under management. Essentially, they're saying, "Sorry, if you're not currently rich, then we're not going to waste our time sending you our free guide. However, if you do win the lottery or gain an inheritance, we'd love to chat at that point."

Look, I understand this investment firm "serves" a certain level of clientele and supposedly have billions under management and want to target a select group of folks. I understand that. But why turn off all of your prospects - including the wealthy ones? Why would a "wealthy" investor want to deal with a company that obviously lacks in the empathy department?

Two suggestions:

1. Buy a better list.
2. Check box: Less than $500K (We'd love to send you our free guide to help you increase your financial assets. While we cannot add you to our client list at this time, please accept the guide as our gift.)

You could come up with a dozen other (better) copy options for the second check box that would help build trust or at least, avoid diminishing trust as this sales letter did.

Rob Reed
Terrakon - a sales and internet marketing consulting firm