by John Cole | Nov 9, 2010 | B2B Copywriting, Direct Marketing, Headlines & subheads, Lead Generation, Advertisements, Direct Mail
The most effective way to write a strong B2B headline is to brainstorm a list based on proven formulas. Then you pick out the ones that look the most promising and refine them until one really stands out. Previously, we’ve talked about why you should use a benefit...
by John Cole | Sep 14, 2010 | Offers, B2B Copywriting, Direct Marketing, Online Mktg. and Copywriting, Lead Generation, 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 | Lead Generation, White Papers, Offers, Call to Action, Direct Marketing, Sales Brochures, B2B Copywriting
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 | Jun 7, 2010 | Call to Action, Advertisements, Direct Marketing, B2B Copywriting
All salespeople, even raw trainees, know there is one specific thing they must do at the end of every sales presentation: They must ask for the sale. Salespeople are trained that if they don’t ask their prospect to take action right then and there, he or she may never...
by John Cole | Apr 14, 2010 | Direct Mail, Case Studies, Offers, White Papers, Direct Marketing, Collateral, 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...
by John Cole | Feb 16, 2010 | B2B Copywriting, Value Proposition, Collateral
What’s the main focus of your lead-generation and sales-support content? Is it the superior technology of your products? Their powerful features? Your market-leading expertise in the services you provide? Maybe it’s your company’s long, distinguished track record or...