by John Cole | Jan 12, 2022 | Offers, B2B Copywriting, Collateral, Direct Marketing, White Papers, Articles, Case Studies, Direct Mail, Email Marketing
One of the most effective ways to generate leads in B2B is with a tweet, LinkedIn update, email, or brief letter offering valuable information to a well-targeted list of prospects. Here are 13 ways to generate leads for your company with this sturdy, time-tested...
by John Cole | Feb 4, 2019 | Lead Generation, White Papers, Offers, Call to Action, Content Marketing
Let’s say you’re putting together a white paper to generate leads for your latest offering. You’ve laid out the nagging problem your target market. You’ve pointed out the drawbacks of the well-known solutions. You’ve introduced your new solution and shown how it...
by John Cole | Oct 13, 2010 | Offers, Sales Brochures, Direct Marketing, Lead Generation, White Papers, Articles, Case Studies, Direct Mail
I’ve written several times on the value of free information offers (white papers, case studies, tip sheets, etc.) for generating leads. So today, I thought I’d give you seven quick tips on how to use those offers more effectively. Here they are: 1. Select a narrow...
by John Cole | Sep 14, 2010 | B2B Copywriting, Direct Marketing, Online Mktg. and Copywriting, Lead Generation, Offers, Email newsletters and e-zines
A great way to boost response and effectively generate leads with direct mail and email is with a “double” variation on the free information offer, called the “free-on-free” offer. The classic example of the “free-on-free” is the e-zine sign-up offer: You offer your...
by John Cole | Jul 13, 2010 | Call to Action, B2B Copywriting, Sales Brochures, Direct Marketing, Lead Generation, White Papers, Offers
How do you separate prospects who are “ready to buy” from those who are “just looking”… AND get both to respond to your promotions? The answer is simple: with a different call to action – or offer – for each group: a hard offer and a soft offer. In this article, I’ll...
by John Cole | Apr 14, 2010 | Collateral, Direct Marketing, White Papers, Offers, Case Studies, Direct Mail, B2B Copywriting
Want to significantly increase your response rate and ROI from your lead generation campaigns? Use a bait piece. What’s a “bait piece”, you ask? A bait piece is any information product you offer for free, as “bait”, to “lure” your prospects into giving you their...
