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10 Common Direct Mail Mistakes and How to Avoid Them
Successful direct mail does not need to be elaborate full color printing or creative design. The major factors contributing to a successful direct mail program are in the planning and implementing of the program. Avoid the following common blunders...
Direct Mail
A simplisitic look at direct mail and what to expect.
Where does junkmail come from? Junkmail is the result of businesses sending out advertisements to a select group of people in the hope that at least a small portion of those people will...
Direct Mail Envelope Tips For Successful B2B Lead Generation
In business-to-business direct mail lead generation, more prospects see your mailing envelope than will ever see what is inside. That's because prospects spend only a few seconds examining your envelope before deciding whether to peruse it or pitch...
Direct Mail - For Small Businesses
We hear a lot of talk about junk mail nowadays. Many people will tell you that they dump it straight in the trash. But why do you think so many organisations send out so called junk mail - because it works! I dump most of my junk mail just like...
Direct Mail Response Rate Boosters (10 of them)
1. Mail to a different list Your list is the most important part of your direct mail campaign. Who you mail to is more important than what you mail. So if you are persuaded that your offer is attractive, your creative is compelling and your...
Hook Your Direct Mail Sales Letter Readers With Good Transition Sentences
Anglers in Maine catch trout using dry flies with barbless hooks. Unless they keep tension on the line all the way to the net, they lose the trout. Your sales letters must do the same. But how? One secret to keeping busy business readers hooked is...
In B2B Direct Mail Lead Generation, Work Backwards
Business-to-business lead generation is one of the few times in life when you should start at the end and work backwards.
Before you write a single line of copy or design a single element of your direct mail package, sit down with the sales people...
Increase your direct mail response rates with freebies.
Although it may seem counterintuitive, giving something away at no charge can lower your cost per lead. That’s because offering a freebie usually increases your response rate. Here’s an example of what I mean. Your cost per lead is the money you...
It's In The Mail - Direct Mail is Alive and Kicking!
Compared to a lot of companies in our field we do a lot of direct mail – postcards, sales letters, promotions, announcements, lead generation. Between client business and ours, we’re averaging one campaign every two weeks; about 1500 pieces per...
Smart Alternatives to Direct Mail
From LAND OF ODDS
We at Land of Odds get many questions about what glue to use with rhinestones and other beading and jewelry-making projects. We're craftspersons and silversmiths, and we have a shop where we sell rhinestones, beads,...
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Catalog Tips For Business-To-Business Direct Mail Marketers
Can your business sell its products to other businesses using a
mail-order catalog? Probably. And make a profit? Maybe, as long
as you follow some proven guidelines. Here are a few of them.
Niche and grow rich
Your catalog needs to fill a specific void in the market. All of
the successful business-to-business (B2B) catalogs target a
narrow slice of a larger market. In the home workshop
marketplace, U.S. General Supply sells tools, nuts and bolts. In
the business products marketplace, Chiswick sells packaging
supplies. If you try to produce a catalog that sells everything
to everyone, you will sell nothing to anyone. You need a niche.
One way to niche
If your current catalog sells many products to many audiences,
consider producing a mini-catalog that sells just one line of
products (laptops, for example) or that sells multiple products
to just one audience (laptops, desktops and servers to banks,
for example).
Target the decision makers
In B2B catalog sales, you are often selling to more than one
person. Often, someone influences the buying decision, another
person authorizes the purchase and yet another person places the
order. Make sure your copy meets the unique
needs of each
audience that your catalog must reach.
Use even prices to suggest premium quality
Murray Raphel, in the book 2,239 Tested Secrets for Direct
Marketing Success, says even prices suggest higher quality.
I agree. You don't increase sales of a $10,000 automated payroll
system by offering it for $9,995.
Make it a keeper
Add how-to articles, editorial features, industry news, user
tips and other helpful information throughout your catalog to
give it added value as a reference guide--one that customers
keep longer.
Keep it fresh
Prevent prospects from thinking that your latest catalog is the
same as the old one they already have. Change your cover
graphics with each new catalog, and display a prominent banner
that says "38 New Products" or "10 More Pages" or something
similar.
About the author:
Alan Sharpe is a business-to-business direct mail copywriter and
lead generation specialist who helps business owners and
marketing managers attract new clients using direct mail
marketing. Sign up for free weekly tips like this at http://www.sharpecopy
.com/newsletter
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