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In B2B Direct Mail Lead Generation, Work Backwards
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Business-to-business lead generation is one of the few times in life when you should start at the end and work backwards. |
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A colleague who does work for a nonprofit organization contacted me asking if I could do research on the success rate of personalized direct mail letters versus generically addressed letters. I found information stating that personalized letters outperform generic letters. |
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If you use direct mail postcards to generate leads or sell a product or service, you need to create postcards that grab your prospect’s attention. The place to do that is Side A, the side that doesn’t have the stamp and address on it. Here are some creative ways to get the attention of your potential buyers, some of which have worked extremely for well for my clients. |
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Postcards are perhaps the least expensive way of reaching a large number of people with your sales message. Although they have their drawbacks, they are cost-effective at attracting new customers. But only if you follow some simple rules that professional direct mail copywriters follow. |
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The challenge in business-to-business direct mail is knowing where to look for new business. You need a source of potential new clients that is reliable and affordable. A source that will give you the contact information you need to send a direct mail package to prospective customers who need, want and can afford what you offer. |
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