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Never Use Ugly People in Your Direct Marketing Sales Letter Campaign

If you’re in the direct marketing business or thinking of starting to sell goods from home, you need to read this. There is a myth that the customer always wants to know exactly who he is buying from. Read on to find out the 2 exceptions to this ancient marketing rule.

The age-old rule of marketing says that customers like to see pictures of people selling products to them through direct marketing. Many tests have been done, and they all lead people to conclude that sales letters that include a photo of the seller tend to pull in more than those that don’t.

However, this so-called rule forgot the fatal flaw. There are two major exceptions to the photo marketing rule. Here they are:

1. Don’t include a photo of yourself or the company founder in the sales letter if the person is ugly or the photo is bad. This will have a more negative impact on the sale than if there were no photo at all. Yes, it’s a sad reality, but most of us tend to respect those who look the part. That’s why we call the actors “stars”. We put these people up high, out of reach, because they look like what we expect them to. If someone expects an expert to appear in their sales letter and they look like they’ve been up all night drinking, the image is shot, and so is the sale.

2. Don’t include a photo of yourself or the company founder in the sales letter if the person looks much younger than they are. If you just got out of school and you look like a 15-year-old in your photos, it might not be an image you want to include on your website, sales letters, and credit cards. visit.

Every aspect of the sales letter is meant to bring the reader closer to closing the sale. If the customer is completely turned off by the appearance of the person selling the product, it can become a major distraction. You want the customer to feel comfortable and confident providing your image. It should be a professional image, but ultimately you will need to ask someone you can trust if your image should be used as a marketing tool. You may need to choose another image instead.

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