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:
Direct Marketing
Tips for using all types of direct response marketing techniques
Better than Free: The Free-on-Free Offer
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 ...
Get Fat, Get Noticed: Increase response by adding some “bulk” to your direct mail
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 ...
Call to Action: Separate the “Ready to Buy” from the “Maybe Later” AND Get a Response from Both
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 ...
How to Write a Strong Call to Action
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 ...
How to Double or Even Triple your Lead Generation Campaign Response
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 ...
A 5-Step Process for Building a “Rent-Free” B2B Lead Generation Mailing List
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 ...
B2B Mailing Lists: Rent vs. Build – the Pros and Cons
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 ...
Direct Mail Offers Growing Opportunity For Savvy B2B Technology Marketers
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 ...
Lead Generation through Anticipation
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 ...
