by Alan Sharpe | May 18, 2016 | Direct Mail
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...
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 | Direct Mail
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...
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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