Direct mail is a cost-effective way to make sales and generate leads. But it's also an excellent way to keep your brand name in front of customers, and to nurture leads until they become customers.
At my direct mail lead generation firm, our definition of a qualified lead is someone who meets four criteria:
Authority: They have the authority to buy
Readiness: They are ready to buy now
Budget: They have the budget to buy
Need: They need your product or service
Anyone who meets some of these criteria but not all is simply a lead that needs to be cultivated. This process is called lead development, lead nurturing and lead cultivation.
One way to discover if your prospect meets these criteria is to ask some qualifying questions on your business reply card or website landing page. That way, you know how much time, energy and money to spend on each inquiry.
But what should you mail to businesses that are not ready to buy right away, businesses that you want to cultivate? Here are some ideas for mailings that you can use throughout the year.
* White paper discussing industry trends or problems
* Technical bulletin
* Customer satisfaction survey
* Case study
* Product catalog
* Invitation to attend a trade show or customer event
* Media clipping (article written about your firm)
* Article reprint (written by your firm on a topic of interest to your customers)
* Announcement (new product or service, or change to existing)
* Newsletter (make sure it is customer-focussed)
* Annual report and quarterly reports
* Christmas card
Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.
Celebrities are the tastemakers that drive brand awareness and usage.... Read More
"If God wanted to create a perfect punishment for a... Read More
Telemarketing has its place in the marketing arsenal. But telespammers... Read More
"Cross promoting with other businesses can give you a significant... Read More
It is my belief that if anyone is to suceed... Read More
How to Create Strategies That Work In Today's Markets. Of... Read More
What if you've done a variety of marketing activities over... Read More
If you're reading this article, chances are that you, like... Read More
How do you make the intangible real? How do you... Read More
1. Create a free ebook directory on a specific topic... Read More
The customer is king/queen. We have all heard this mantra.... Read More
For many small business managers, finding the time and commitment... Read More
"What do you do?""I'm a CPA. What do you do?""I'm... Read More
None of us have enough time in the day to... Read More
Most small business owners want to generate huge profits, with... Read More
One of the hardest things for you to do as... Read More
With the continued proliferation of the Internet, the meaning of... Read More
This article is meant to be a brief review and... Read More
Time is a concern for all of us. We only... Read More
Marketing is a vital aspect of a business' operations. It... Read More
I had a telemarketer call me recently. Here's a rough... Read More
If there is one thing I can't say enough it... Read More
The intellectual property transfer market is now estimated to be... Read More
During the holidays, folks everywhere shop many long hours to... Read More
Last month we looked at what you need to do... Read More
A powerful consumer market with annual spending power exceeding $350... Read More
Does your Web site talk about your company? Yes, I... Read More
Easy Direct Marketing Methods for Insurance AgenciesThis Month: Strategies for... Read More
The best way for someone to hang on to a... Read More
It's a great concept, - and it has a 'cool... Read More
When commercials come on the television do you get up... Read More
Whatever business you are in, either online or offline, you've... Read More
Marketing to women entrepreneurs is not difficult. You just have... Read More
Having run a multi-state franchise company with multiple brands it... Read More
Today's constant bombardment of marketing messages means your materials must... Read More
I do think that it is entirely possible for an... Read More
Bob called last week from Phoenix, Arizona with some stunning... Read More
Personal contact with customers is a crucial element in the... Read More
Sounds pretty harsh, doesn't it? Well, I can tell you... Read More
There isn't a day that goes by that I don't... Read More
We have been talking about choosing groups to participate in... Read More
Cartoons have gone from celluloid to digital. Movies have gone... Read More
Most people mistakenly assume that when you talk about marketing,... Read More
Q: My partner and I are having a hard time... Read More
According to the Center for Exhibition Industry Research (the trade... Read More
If you take a look at the features that different... Read More
If you want to get consistent results from your marketing,... Read More
Secret #4 - Get very comfortable asking for paymentOne of... Read More
The buzzword these days is "relationship" marketing. Just what is... Read More
When a shopper picks up a product in a store,... Read More
Its become fashionable to bash marketing "gurus" nowadays.There are some... Read More
The secret to increasing sales doesn't lie in choosing just... Read More
Thirty percent of all the drinkable water that runs between... Read More
For generations people have been saying that laughter is good... Read More
Having difficulty knowing what to offer people online? Worried that... Read More
It is easy to focus on what remains outstanding and... Read More
Having a downline can be golden. A downline is a... Read More
One of the most effective ways to market your products/services... Read More
Customer endorsements are an inexpensive and easy sales tool, particularly... Read More
Change is good, right? Not always. But when is it... Read More
I have always enjoyed talking to a Realtor friend of... Read More
Radio advertising can be a small business's best friend. It's... Read More
Building a business that grows steadily in size and profits... Read More
I read an article recently about how many mainstream retail... Read More
Everything you've ever learned about marketing and advertising is WRONG.... Read More
With the explosion of the internet and online businesses many... Read More
Marketing |