There is no shortage of advice for your B2B Company. Good advice comes in many ways. Sometimes good advice takes an entire book.
At other times, however, the best advice comes our way in a short, convenient list of ideas, rules, and shoulds and shouldn’ts.
Take this, “Ten Tips for Direct Marketing and Mail Copy,” for example. Although short and to the point, it’s amazing how bringing these ideas into your direct marketing/mail campaigns can help you increase your marketing effectiveness. So, ready? Get set? Go!
1. No two people in your universe of prospects are alike, even though they seem to be statistically. Know whom you are writing (speaking) to… before you put a single idea on paper.
2. Offend no one.
3. Your readers really don’t know what you’re talking about. You may think they do, but you can’t be sure until you send, test, post, test, email, test, and social media discussion and test some more.
4. Customers are not the same as customers who buy more than once. These customers are willing to build a lasting relationship with you and your organization, to see you as a partner and friend, and to rely on you when they’re in a pinch.
5. When you write marketing, advertising, or direct mail copy, “you” is always more important than “we,” “us,” and “our.”
6. Always write in the present tense. The future tense has a way of making readers feel that you “will” do something at some time in the future, but that you can’t or don’t want to do it now.
7. Prospects and customers like to be educated. Always educate your prospects on what your products and services can do for them. Always learn more about your customer needs, react with a solution, so they will be loyal to you. The more complicated your sales process, the more you need to educate the market.
8. Features are important. Benefits are more important than features. However, your offer –– your “what’s in it for them” –– is more important than anything else.
9. Always ask for the sale now. Asking for the sale includes a call to action. You owe it to yourself to create a call to action that is time sensitive, as in “call before midnight tonight.”
10. Provide multiple channels for prospects and clients to respond. However, keep them as simple as possible, eliminating those that are less effective.
While it always helps to call upon the direct marketing/mail “gods” for everything from on-time delivery to strong response, applying these proven ideas eliminates the risk of wandering astray.