Direct Marketing Lists
Ideally, you should open both the letter and the brochure with a benefit, just as you should with an ad or commercial. The beauty of direct mail, unlike an ad or commercial, is that you can alter the benefit in the pieces that you send to various individuals in the purchase process or buying decision. After you play up the benefit, describe exactly what the recipient will be receiving, including size, color, weight, and sales terms. Support your benefit with features as discussed in previous chapters. Testimonials by current customers are the most effective method of selling business to business because you are adding a third-party endorsement. It makes the benefit more believable.
Full Service Marketing
Website Promotions
Direct Marketing Lists info: You need to include the customer's name, address, and picture. Without this information, the believability of the testimonial is greatly diminished. Be sure to end with a call to action and support it with a benefit to the reader, using either the one mentioned at the beginning of the letter and brochure or a different one. After your signature, add a postscript. The first sentence of the message and the postscript usually receive the highest readership scores. See also Direct Mail Lists.
Response Makers - Direct Marketing Lists
