by Alan Sharpe | May 18, 2016 | Advertising, Direct Mail, Lead Generation
You’ll make more money in direct mail by selling to fewer people. The Sears and Roebuck direct mail catalog made money by selling everything to everybody until niche marketers arrived. Today, if you want to buy a parka for that trip to Peru, you shop from the L....
by Alan Sharpe | May 18, 2016 | Business to Business, Direct Mail, Lead Generation
What boosts direct mail response rates better than a premium? Half a premium. That’s what Canadian catalog printer Transcontinental has learned during the past two years. Transcontinental wanted to generate sales leads among catalog companies across North...
by Alan Sharpe | May 18, 2016 | Direct Mail, Lead Generation
There are only two kinds of deadlines. Legitimate. And bogus. Your goal as a direct mail marketer is not only to create legitimate deadlines, but to persuade your readers that your deadlines are legitimate. Here’s why. Buyers are sceptical. They don’t...
by Alan Sharpe | May 18, 2016 | Direct Mail, Lead Generation
Seven in ten consumers want you to personalize the direct mail you send them. Are you giving them what they want? According to Cap Ventures’ 2003 study of personalization, more than 69% of consumers prefer highly personalized direct mail offers over...
by Alan Sharpe | May 18, 2016 | Direct Mail, Lead Generation
I know a company that helps financial services professionals generate sales leads by hosting free financial planning seminars, usually with lunch or dinner included. The company mails full-color postcards to consumers, promoting the seminar at a nearby hotel....
by Alan Sharpe | May 18, 2016 | Direct Mail, Lead Generation
How do you generate sales leads with direct mail when you have no credentials? I’m talking about the financial planner with much education but no demonstrated expertise. The brand new lettershop with no industry experience and zero publicity. The software firm...
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