The B2B Tech Copywriting Blog
Weekly advice on generating leads for your technology firm.
First-Time Direct Mail Donors: How To W-I-N Them Over As Repeat Givers
Don't ask me how I know, but in Alcoholics Anonymous meetings you'll sometimes hear a member mention "The Elephant in the Living Room." In AA circles, a family member's drinking problem is the elephant in the living room that everyone sees, that everyone feels...
Direct Mail Letter Design Tips For Improved Lead Generation Response
Successful sales people dress their best when in front of prospects. And so do successful sales letters. Here are some tested sales letter design and layout tips, some of them from direct mail designer Ted Kikoler, and excerpted from The Lead Generation Handbook by...
Direct Mail Lift Notes: Boost Response by Breaking the Lift Letter Rules
Do lift notes still lift response rates in business-to-business mailings? Yes, as long as they stand out. A lift note, of course, is an extra component slipped into a direct mail package to lift response. It's also called a lift letter. Publishers call it a...
Why Envelopes Outpull Self-Mailers in B2B Direct Mail Lead Generation
In business-to-business direct mail lead generation, letters invariably outpull self-mailers, including postcards. Your sales message belongs in an envelope for a number of good reasons. 1. Better privacy An envelope announces to the recipient, "private correspondence...
In B2B Direct Mail Lead Generation, Sell Your Offer, Not Your Offering
In business-to-business direct mail lead generation, sell your offer, not your product. This sounds like lethal advice to a sales person, and it is, to a salesperson responsible for closing sales and meeting quota. But your direct mail is not responsible for closing a...
Direct Mail Business-To-Business Sales Lead Generation: 5 Ways To Attract Hotter Prospects
In B2B direct mail lead generation, as your volume of leads goes up, your quality goes down, and vice versa. The people in marketing prefer volume. They want the most leads for their dollar. The people in sales--the folks who must follow up on the leads that marketing...
Landing Pages And Direct Mail: Increase Conversions By Answering Top Three Concerns
our landing page conversions will increase once you answer three of the most common questions asked by visitors who receive your direct mail invitation to visit their website. Q1. Am I at the correct place? What you sell in your direct mail piece needs to match what...
Like Direct Mail, Landing Page Conversion Starts Above The Fold
In the Good Old Days of direct mail, which is to say, before 1997 and the advent of the Internet, I and other direct mail marketers agonized over what to put "above the fold." Maybe you did as well. That tiny top panel on a sales letter or self-mailer had to grab...
In Direct Mail Marketing Copywriting, Specifics Outsell Generalities
Lilly Tomlin, the American comic, once said: “When I was growing up, I wanted to be a somebody. Now I realize I should have been more specific.” In direct response advertising and direct mail selling, as in life, specifics sell. Generalities don’t. Consider, for...
Direct Mail Reply Devices Must Tell Sales Letter Buyers How To Respond
My brother-in-law says you should be thankful for truckers because everything you buy was handled at some point by a trucker. LoWayne is a trucker, so he's biased. But I think he's right anyway. You depend on truckers for your life. And, if you are a direct mail...
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