Having the lowest price won't help you much if your prospect doesn't trust you in the first place. Offering the widest selection and the most convenience won't aid your cause if your prospect thinks you're a crook. You've got to face up to the glaring reality that prospects won't call your toll-free number, access your website, mail your coupon, come into your store, visit your trade show booth, talk to your sales rep, talk to you on the phone, or even accept your generous freebie if they aren't confident in your company. Time zips on by. Your prospects can't afford to waste it or their money with companies that haven't earned their confidence.
Guerrillas think in terms of getting down to the business of achieving and deserving credibility.
The paper stock carries a strong meta-message. So does the real or metered stamp. The Ace Cleaners letter has superb stock, a clear and elegant typeface and a hand-signed signature, using blue ink and a fountain pen. These are tiny details. Tiny but nuclear-powered.