Direct Marketing

Tips for using all types of direct response marketing techniques

7 Quick Tips for Generating Leads With Free Information Offers

October 13, 2010 by Leave a comment

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 target audience and focus ...

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Better than Free: The Free-on-Free Offer

September 14, 2010 by Leave a comment

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 prospect a free subscription to your e-zine ...

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Get Fat, Get Noticed: Increase response by adding some “bulk” to your direct mail

August 10, 2010 by Leave a comment

One of the big challenges of marketing with direct mail is getting your prospect to open it.

One way to overcome this obstacle is to include a “bulky item” in your envelope, something that adds some thickness – perhaps a curious bulge – to you mailing.

Some may scoff at ...

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Call to Action: Separate the “Ready to Buy” from the “Maybe Later” AND Get a Response from Both

July 13, 2010 by Leave a comment

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 ...

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How to Write a Strong Call to Action

June 7, 2010 by Leave a comment

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 do ...

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How to Double or Even Triple your Lead Generation Campaign Response

April 14, 2010 by Leave a comment

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 contact information. It can be ...

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A 5-Step Process for Building a “Rent-Free” B2B Lead Generation Mailing List

April 12, 2010 by 1 comment

Most B2B technology companies wait for prospects to come to them – to find their website, respond to an ad, visit them at a trade show, etc. – before adding them to their mailing list. This is the “opt-in” method. Most of the rest will mail to rented lists, and ...

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B2B Mailing Lists: Rent vs. Build – the Pros and Cons

April 8, 2010 by 1 comment

For delivering marketing messages to a precisely targeted audience, two of your most potent weapons are direct mail and email. But to use either effectively, you need a precisely targeted mailing list.

To obtain a high-quality mailing list, you have two basic options: rent or build. Here’s a quick guide ...

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Direct Mail Offers Growing Opportunity For Savvy B2B Technology Marketers

March 16, 2010 by Leave a comment

With their budgets slashed and added pressure to turn in positive results, marketing departments everywhere shifted expenditures in search of higher ROI in 2009. The trend was decidedly towards online media. Especially email.

Surveys indicate this trend will continue in 2010. A DMA benchmarking survey found 70% of marketers plan ...

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Lead Generation through Anticipation

October 9, 2009 by Leave a comment

The Internet has turned us into an “I-want-it-NOW!” society.

It provides instant access. Instant information. Instant entertainment. Instant shopping. Instant dating. It has accustomed us to instant gratification of our desires.

It’s made us impatient.

And while the Internet has in many ways been a boon for advertisers, it has ...

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