As sales expert Jeffrey Gitomer says, “The first sale that is made is the salesperson.” That means the second sale is the transaction.
In direct marketing, the ad is the salesman. Unfortunately, many marketers make the mistake of forgetting to be salesmen, and they’re not selling themselves before they try for the sale.
That doesn’t mean you need to go nuts, talk about yourself, and give everyone the history of your company, your mission statement, etc...
But how credible is your ad? How believable is your ad? Do they represent you and your organization correctly?