The B2B Tech Copywriting Blog
Weekly advice on generating leads for your technology firm.
Direct Mail Response Rates Soar With Dimensional Mailers in Business-to-Business Lead Generation
The toughest job you face as a B2B direct marketer is reaching your prospect with your message. Reaching C-level executives is particularly difficult because they employ mail room staff and executive secretaries who screen their mail, or your mail, depending on how...
Design Direct Mail Postcards Back-to-Front to Boost Response Rates
Conventional wisdom says that the front of a direct mail postcard is for the picture and the back is for the address, stamp and a short message. But some savvy direct marketers design their postcards the other way around-and boost response rates as a result. The goal...
How to Convey Trustworthiness in Direct Mail Marketing Sales Letter
A person or business that might buy from you is called a prospect. But they might just as accurately be called a skeptic. We live in the age of the spam filter. And call-display. We live in what fellow-copywriter Herschell Gordon Lewis calls, "The Age of Skepticism."...
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 to use irresistible...
Direct Mail Sales Letters Flow Better With Subheads
A subscriber to my newsletter asks: "Got any good pointers on writing great sub-heads?" Yes, I do. Here they are. Use subheads to draw attention to your copy Why do we use subheads anyway? Because you can't just cover the important points in your copy. You've got to...
Direct Mail Catalogs & Brochures: Write Captions That Sell
Many prospects skim through catalogs and brochures, glancing at the photos and reading the accompanying captions only when a particular image arouses their interest. That's when you have their attention. And so that's when you sell them. My advice for writing captions...
Your Direct Mail Sales Letters Must Differentiate You
For two winters I heated my house with an old fashioned woodstove. I learned the art of reviving a bed of dying coals each chilly winter morning, adjusting the kindling, firewood and dampers just right so that the stove would heat my turn-of-the- century farmhouse for...
Read This, Sell More: Direct Mail Marketing Is About Benefits, Not Features
Your customer wants a cleaner kitchen, not a kitchen cleaner. Your customers are interested in benefits, not features. So sell benefits in your sales letters. The difference between a feature and a benefit comes down to this: A feature is what something does. A...
Testimonials Boost Direct Mail Response Rates In Business-to-Business Sales Letters
Correct me if I am wrong, but there is nothing more powerful in a business-to-business sales letter than a credible testimonial from a person in your prospect's peer group. Testimonials are valuable because they say what you cannot. If you say it, you're boasting. If...
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 who close the sales....
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