The B2B Tech Copywriting Blog
Weekly advice on generating leads for your technology firm.
Direct Mail Deadlines: How To Use Them Effectively
Giving your prospect a deadline for ordering, particularly when that deadline is a date and not simply a period of days ("Order within the next 30 days"), will outpull mailings with no deadline almost every time. But you need to be cautious about deadlines. If you are...
Direct Mail Envelope Tips For Successful B2B Lead Generation Sales Letters
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 it. Naturally, this...
In Business-to-Business Direct Mail Sales Letters, Make It Easy To Respond
I have a client who wanted to drive prospective customers to his online store using a business-to-business postcard. Great idea, I thought, and cost effective. He had a terrific product, a compelling offer, and a sound business model. He had just one problem. He...
How to Overcome Sales Objections With Your B2B Lead Generation Sales Letters
One of the disadvantages of business-to-business direct mail lead generation letters is that you are selling on paper, not in person. That means you are unable to read your prospect's body language. Unable to hear and overcome his objections. And yet one of the...
How To Get Past C-Level Gatekeepers With Your B2B Direct Mail Lead Generation Sales Letters
If your business uses direct mail to reach C-level prospects, you face a unique challenge: getting past the gatekeeper. Gatekeepers are usually found in Fortune 1000 firms, where the CEO, CFO, CIO and other chief executive officers are too busy to open their own mail....
How to Introduce a New Product Using B2B Direct Mail Lead Generation
How do you generate sales leads with B2B direct mail when your product is not only new but also changes the category? I am talking about the challenge being faced by Steve, a subscriber to Alan Sharpe’s B2B Direct Mail Tactics newsletter. Here is Steve’s challenge, in...
B2B Direct Mail Lead Generation Success Needs Planning, Testing, Measuring
Is Direct Mail Useless for DMers? Is direct mail useless at helping direct mail businesses generate leads? That's the question I was asked last week by a reader of Alan Sharpe's B2B Direct Mail Tactics newsletter. Here is her unusual challenge, and my response. "My...
Reach Wealthy Prospects With Direct Mail Marketing And A Good List
Do you need to reach wealthy prospects using direct mail? Then work on your list. Who you mail to (your list) is the single most important thing that determines your success. There are two main ways to target affluent buyers: where they abide, and what they buy. Where...
Test Your B2B Direct Mail Offers To Boost Response Rates
The secret to success in business-to-business direct mail lead generation is testing. I have hunches. You have hunches. But testing settles the debate. When you test your package against my package and we measure the results, we know for certain which package...
Increase Direct Mail Response Rates With Double Window Envelopes
Here's something to test. Take your existing business-to-business direct mail package and make just one change: put two windows on the mailing envelope instead of one. Mail it and see what happens. According to direct mail author, publisher and speaker René Gnam, "two...
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