When marketing to decision makers in business it is important that your marketing first of all- gets into the hands of the person you intend to receive it.
Get it Opened
Address the mail to a specific individual (not to their job title). Make your mail look personalized and as if the recipient was expecting to receive it. If they requested more information, say so. Using a larger envelope will help your item stand out in the in box. Use high quality paper.
Consider adding a “grabber” to make your envelope lumpy. Including a freebie is a good way to get your mail opened.
Layout
For neatness sake, and to draw more attention to your sales letter, the main envelope should contain just the sales letter. Brochures or additional marketing material should be places in a smaller, inner envelope.
Appeal to Prestige
Executives like the idea that they are one of the few working with your company. Add prestige appeal by using attractive words such as: alternative, association, attractive, charter member, exceptional, exclusive, individual membership, ownership preferred, prominent, select, superior, uncompromising, worthwhile, and yield.
Use membership cards to take the prestige one step further. Get your reader involved by using tokens, stickers, rub-off cards, etc.
Call to Action
A strong call to action ensures the success of your marketing efforts. Make it easy for recipients to call, email, or order. Don’t assume they will know what you want them to do. Tell them and give an incentive for doing so quickly.
Business to business marketing can be highly successful if done well. What was your return on investment for your last campaign? Follow these tips and the next time you market to executives, you’re sure to have an increased response rate.
Call Fletcher Freelance at (715) 584-6773 or email terra@fletcherfreelance.com for personalized help with your next marketing campaign.
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