Speaker Offers Tips to Reach Skeptical Consumers

Share this article:
SAN FRANCISCO -- Since consumers are smarter and more skeptical than ever, direct marketers need different creative strategies and mindsets to reach them, said Lee Marc Stein, president of Lee Marc Stein Ltd, who spoke at a pre-conference session Oct. 20 at the DMA show here.


"Consumers are smarter than ever and have more ways to identify the truth," said Stein, whose company offers direct marketing consulting and creative services. "Fooling prospects with even partially misleading copy or disappointing offers will not help you build customers."


Stein offered 10 ways to suspend consumer disbelief and skepticism that he said would immediately improve response, including:


* Master the tone and language of your customers.


* Keep it simple because multiple messages in a direct mail or e-mail piece appear to be deceptive.


* Provide benefits backed by facts or value-added information.


* Provide testimonials from customers.


* Use relevant humor that is not offensive.


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Target Names Retail Veteran Brian Cornell as CEO

Target Names Retail Veteran Brian Cornell as CEO

He leaves the top job at PepsiCo Foods to take the spot vacated by Greg Steinhafel in the aftermath of the data breach.

NBA Names Insurance Exec as its CMO

NBA Names Insurance Exec as its CMO

Nationwide and State Farm veteran Pamela El takes the league's marketing helm next month.

Bloomberg Names Bigley CMO

Bloomberg Names Bigley CMO

Communications chief Deirdre Bigley is appointed head of global marketing for the business and financial news company.