Consider testing your direct mail package, email, banner ad, or landing page with a picture of your spokesperson.
Controversial? Yes.
But it’s been proven time and time again, that one of the little-known ways to increase response with consumers or business to business is to have a personality attached with your marketing campaign.
By using a photo of your spokesperson, your customers will build a trust with your service or product.
I’ll never forget when Charles Schwab said the best thing he ever did for his marketing/advertising campaigns was to be the spokesperson.
Getting personal with your product
There is no doubt that people respond better to a personality, rather than an impersonal, corporate entity.
Think about it for a minute: how many times have you felt more connected to or trusting of a product or service because you’ve seen a spokesperson represent it?
Picking the right spokesperson is key to gaining increased response
Usually the picture is of the president, chairperson, scientist, inventor, developer, publisher or someone of credibility.
Many times companies prefer not to use a spokesperson for a variety of corporate, personal and positioning reasons. But they are probably losing response.
However, like anything, it can be a risk
I have to admit that over the years I’ve conducted some tests where the addition of a spokesperson did not do as well as when we didn’t use one.
Honestly, it was not easy trying to explain this to my client. But even still, most tests have shown that the increase in response is significantly higher when using a spokesperson.
So make sure you do it right…
    I have created dozens of successful campaigns where we have used a spokesperson to represent the product or service. If you are interested in having me create a test using a personality, contact me at craig@cdmginc.com or call me at 310-212-5727.

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