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New Business Mailing Lists - Facts:

As you will see, one of the basic premises of this book is that virtually all business-to-business marketing communications can be made more powerful, effective, and profitable by converting them from conventional communications to direct-response communications.

Database marketing is a form of direct marketing in which you repeatedly communicate with prospects whose names and other information are contained in a database you own or rent.

 

High-tech advertising promotes software, computer hardware, electronics, and other technology products. Most of it is aimed at business buyers; some of it is designed to appeal to consumers. So high-tech marketing is not necessarily b2b marketing, although most high-tech advertising is probably business-to-business oriented. General advertising, also known as image advertising, doesn't seek an immediate response, but instead aims at building an image or creating an awareness of a product, brand, or company over an extended period of time.

 

Time or Newsweek are examples of direct mail. So is that big package Publishers' Clearing House sends you every now and then. The bottom line of difference is this: because business buyers are looking to buy, business-to-business marketing can and should be more direct and to the point. Don't be afraid to talk about your product and what it can do for the buyers. That's what they want to know more about.

Although business buyers will ultimately read many words in the process of making a purchase decision, all of these words are not necessarily contained in a single document. When selling a piece of capital equipment, for example, you will have many contacts with the prospect, most of which involve some written marketing document such as an ad, brochure, proposal, or letter.

 

While each may be brief, in total they add up to many thousands of words. So business buyers do read a lot of copy, but not necessarily at one sitting. As a result, we business-to-business marketers can't, like some of our consumer counterparts, always adopt the attitude that "shorter is better." You can sell a pair of jeans or a perfume with a slogan and a sexy picture; this approach won't work with a programmable controller.

The product, audience, and purpose of the promotion are the three factors that ultimately determine this length. First, consider the product. With some products, software, for example, there's an overwhelming amount of information that could be conveyed. You could literally write a book about most software products. (The proof is that many major PC software products in fact have several books written about them!) So the challenge becomes one of selectivity.

 

How can we select the most essential sales points to include in a direct marketing campaign.

More about Direct Mail Marketing List.   See also: Mail Postcards and Marketing Post Cards.

Response Makers - New Business Mailing Lists