Among psychological triggers, 'Credibility' offers a significant contribution to your prospect's buying decisions. We buy from people and companies who we perceive to be experts in the industry. We buy from people with a longstanding track record of success and we buy from companies who offer the power of mass appeal - mass appeal gives the perception of credibility. If thousands of people are buying XYZ then they must be good, right?

So if you're a brand new company with a handful of customers how do you establish credibility?

How do you deliver your business proposals? Do you type a formal proposal and then mail it in a plain 10 by 13 envelope? How about trying something more awe-inspiring, like a custom-designed folder that promotes your business brand and adds an elegant touch to the proposal package. The company-branded folder has four advantages when used in a mailing, following the advertising industry's AIDA concept: Attract Attention, Arouse Interest, Create Desire, and Urge Action.