by Alan Sharpe | May 18, 2016 | Direct Mail, Lead Generation
Your donors read your donor newsletter to discover news about themselves. You are of secondary interest. Like you, your donors and members read what interests them. They donate money to causes that interest them. They read about people that interest them. That’s...
by Alan Sharpe | May 18, 2016 | Advertising, Direct Mail, Lead Generation
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...
by Alan Sharpe | May 18, 2016 | 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...
by Alan Sharpe | May 18, 2016 | Direct Mail, Lead Generation
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...
by Alan Sharpe | May 18, 2016 | Business to Business, Direct Mail, Lead Generation
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...
by Alan Sharpe | May 18, 2016 | Direct Mail, Internet Marketing, Lead Generation
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...
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