by Alan Sharpe | May 19, 2016 | Business to Business, Direct Mail
The challenge in business-to-business direct mail is knowing where to look for new business. You need a source of potential new clients that is reliable and affordable. A source that will give you the contact information you need to send a direct mail package to...
by Alan Sharpe | May 19, 2016 | Business to Business, Direct Mail, 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...
by Alan Sharpe | May 18, 2016 | Business to Business, Direct Mail
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...
by Alan Sharpe | May 18, 2016 | Business to Business, Direct Mail, Lead Generation
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....
by Alan Sharpe | May 18, 2016 | Business to Business, Direct Mail, Lead Generation
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....
by Alan Sharpe | May 18, 2016 | Business to Business, Direct Mail
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...
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