| Idea #15: |
Devote enough space in your direct mail package to explaining the value of the offer. Too often direct marketers assume their audience will figure it out on their own.
– Bob Hacker |
| Idea #16: |
It’s much easier to sell into an organization if you complement the offer with a tchotchke that does more than boost response. Don’t end up being known as the company that gives away flashlights, as opposed to the vendor that solves its customers’ problems.
– Richard Rosen |
| Idea #17: |
Give your offer some life by bundling several premiums together and calling the goody an "information kit." Then take two to three panels on the order form to show a picture of it, either a still life or with a person using the premiums.
– Craig Huey |
| Idea #18: |
You’ve only got 25 to 40 characters that will be displayed in most people’s browser box or window; make sure your pitch fits within this space.
– Amy Africa |
| Idea #19: |
Don’t force prospects and customers to respond via the Web, especially top-level executives. You will get higher response is you provide a choice of reply methods.
– Bob Hacker |
| Idea #20: |
A letter should always look like a letter, but a strong graphic element can help pull recipients’ eyes down the page for scanning or reading. Help your audience get the message quickly and completely without having to read.
– Richard Rosen |
| Idea #21: |
You can boost the performance of your sales letter by backing up a product statement with a testimonial. Create a special section for testimonials or put them on the order form. You will see further lift if you can use testimonials specific to the audience mailed.
– Craig Huey |
| Idea #22: |
Optimize your list selection, and mailing results, by having your data processing department run a report by category of title. You will be able to see what junk titles you’re buying that don’t fit your campaign parameters, and improve your selection methodologies.
– Russell Kern |
| Idea #23: |
If you find several large groups of similar titles when you select lists for a campaign, tailor your letter with different pitches that fit the needs of each audience. CEOs and senior engineers are motivated by different arguments.
– Bob Hacker |
| Idea #24: |
You need an order form, even if people will reply by phone or the Web; order forms are how we have been trained to respond. The "old" lead generation questions, "Are you going to buy in the next 30 days," don’t work anymore. Ask "pain" questions, such as, "How many satellite offices do you have?"
– Richard Rosen |
| Idea #25: |
It’s hard to find buyers and major influencers at the new technology companies. You can still use title slugs to reach the kind of person who would be responsible for making those decisions. Title slugs get past the mailroom, too, when a specific person is no longer with the firm. You get a large universe of names at a lower cost.
– Bob Hacker
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| Idea #26: |
You need to keep a detailed test log, so you know what’s working and why. You’ll save money by not repeating mistakes and by mailing your best ideas.
– Russell Kern |
| Idea #27: |
Many marketers know the top people at companies in their target audience, but they don’t always identify the middle- or bottom-level employees who either influence purchases or who may soon be the decision-maker. To get to this layer, create an industry-specific newsletter that an executive can send to his or her junior staff; they provide the names and you get a proprietary list of new prospects.
– Bob Hacker |
