The B2B Tech Copywriting Blog
Weekly advice on generating leads for your technology firm.
Don’t Always Make Direct Mail Headlines Positive
The most powerful headline I ever read and acted upon was a negative headline. It changed my life. Yet most books on direct mail copywriting will tell you to cast your headlines, overlines and Johnson Boxes always in the positive. But sometimes being negative is...
Direct Mail Guarantees Should Hurt
The best guarantee to offer your direct mail buyer is one that hurts. You, that is. Like you, your potential buyer lives in a rip-off society where merchants sell shoddy products and vendors do not honour their promises. In this kind of selling and buying climate, the...
Good Direct Mail Sales Letters Are Like Good Salespeople
Want to improve your sales letters? Compare them with newspaper classified ads for salespeople. What employers look for in a salesperson, you should look for in a sales letter. 1. Self-starter The best salespeople require the least amount of supervision. They are...
Avoid Direct Mail Campaign Response Rates That Are Disastrously High
I once wrote a direct mail piece that generated a dreadful response rate. It was too high. My client was a brand new stadium in Canada's capital city, Ottawa. The stadium featured luxury suites that businesses could rent or lease to entertain prospects and clients,...
Direct Mail Marketing Company Says Sell Your Offer, Not Your Premium
My wife received an irresistible offer in the mail the other day. So she didn't resist. The publisher of a health newsletter offered her eight free reports in exchange for trying out the publication risk free. She could read the sample issue and, if she didn't like it...
Dimensional Mailers In Direct Mail Marketing Must Intrigue
The number-one advantage of dimensional mailers is that they get noticed. Amidst the #10 envelopes, postcards and other traditional mail that your prospects receive daily, boxes, cylinders and lumpy oversize envelopes stand out. The number-two advantage of dimensional...
Lead Generation Company Includes Cheque With Sales Letter
Two of the greatest challenges for a company doing direct mail sales lead generation are getting attention and creating attractive offers. A compelling package with a poor offer will flop. And a poor package with a compelling offer won't even get opened. One...
Direct Mail Sales Lead Generation Success Involves Three Numbers
You will succeed at business-to-business direct mail sales lead generation if you master three calculations, and your response rate is not one of them. Your response rate tells you only a small part of what you are doing correctly. I am assuming that you have a sales...
Lift Note Advice From A Direct Mail Services Company Copywriter
Know one of the quickest ways to boost the effectiveness of your direct mail sales letters? Mail two letters instead of one, in the same envelope. The second letter is called a lift note. You slip it in your direct mail package to "lift" (increase) response. Second...
Boost Email Marketing Open Rates by Sounding Like Grandma in Your Direct Email Advertising
The secret to persuading your customers to open and read your direct email marketing messages is to make them sound like a note from grandma. Your customers receive three kinds of email: 1. Email from family and friends--personal. 2. Email from colleagues and...
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