 |
+ Larger Font
+ Smaller Font |
|
How to Improve Your Business-To-Business Direct Mail
 Selling to businesses is different from selling to consumers. Your business prospects are busy and reading their mail at work, they are not necessarily spending their own money, and buying decisions are often made by several people.
With this in mind, here are a few simple tips to boost the selling power of your business-to-business direct mail.
Design business like marketing materials.
Business mail arrives at an office building and is screened by the mail room and at least one assistant. If your mailer looks like advertising, it might get trashed. That’s why it’s a good idea to use a low-key look. For direct mail packages, you could use your standard company envelope. For fulfillment materials, print “Here is the information you requested” or similar words on the outside. Mail to multiple job titles. Since buying decisions can be made by several people, especially in large companies, it helps to communicate with more than one person. Try mailing to different job titles using either the same piece or versioned copy that addresses each person’s concerns.
Offer complete information.
Business decisions tend to be slower and more deliberate than consumer decisions. It’s important to provide complete product specifications and detailed features. You can either include this in your initial mailing or offer details in the form of a free “information kit.”
Use solid direct marketing techniques.
All the basics apply to your business mailings. Make your copy easy to read.
Present clear benefits.
Give prospects a simple call to action. Don’t leave any questions unanswered. Because business people are busy, they don’t have time to deal with anything that isn’t instantly clear.
Avoid “happy talk” in your corporate brochures.
Business customers are not interested in reading your long corporate mission statement. They want products and services that will help them succeed. Your brochuremshould have a clear, specific purpose. Stick to business and save the inspiring language for your annual report.
Use simple letters.
Not every promotion demands elaborate mailers. A well-written letter with a reply card, fax-back, and toll-free number may be all you need. You can use letters to generate leads for free information, sales calls, or demonstrations. You can also use letters to make special offers for products and services. Letters are personal, inexpensive, and easy to produce.
Test self-mailers.
While not as personal as letters, self-mailers can perform many marketing tasks, such as announcing new products, generating leads, or driving prospects to your Web site. They are easier to produce than most multi-piece mailers and can dramatically cut costs compared
|
|
