Remember that goal of a dimensional mailer is not to close a sale but to generate a lead, so keep your message focussed on achieving that goal and nothing else

ADVANTAGES OF DIMENSIONAL MAIL

• Gets noticed amidst all other mail your prospect receives
• Almost guaranteed to get opened
• Likely to get opened first
• Great at stimulating buzz at a company
• Likely to make it past executive gatekeeper

DISADVANTAGES OF DIMENSIONAL MAIL

• More costly to design, print and mail than other direct mail formats
• Might be mistaken at target company fora bomb or a prank
• Expensive to produce if you need a custom-made box
• Box can get damaged along with your brand reputation if delivered by mail
• May be perceived as a bribe for a sales appointment if item in box is particularly valuable

EXAMPLE OF A SUCCESSFUL DIMENSIONAL MAILER
Continental Resources generated a 30% response rate by mailing a remote-control dinosaur to technology executives (without remote control). Prospects got remote control and batteries when they booked an appointment with a Continental sales rep. To see mailer, click here.

© 2005 Sharpe Copy Inc. You may reprint this article online and in print provided links remain live and content remains unaltered (including "About author" message).

----

ABOUT THE AUTHOR

Alan Sharpe is a business-to-business direct mail copywriter who helps businesses attract new clients using direct mail marketing. Learn more about his services and sign up for free weekly tips like this at www.sharpecopy.com.

You manage program using a simple card reader hooked to a personal computer at your dealership running our software. For an average auto dealership, start-up cost of buying system and operating it for one year is less than $2 per car sold that year.

That’s what card does. Here’s what it does for you.

Please read brochure I’ve enclosed for compelling specifics. You use Sharpe AutoCards card to:

1. Close more sales by beating competitors’ discounts

2. Boost your service department revenue and repeat business

3. Multiply your accessories department revenue

4. Retain customers for years after sale

5. Attract potential customers and increase traffic in your showroom

6. Increase referral business

7. Increase revenue on back end

8. Promote brand awareness of your dealership

The Sharpe AutoCards system is up to five times less expensive than competing offerings. Plus, you pay no transaction fees and you don’t have to buy any annual maintenance contracts. I call that a win-win-lose proposition for you, your customers and your competitors.

Use your card today to receive free coffee and donuts for four.

The gift card you are holding in your hand has been pre-loaded with $10 worth of coffee and donuts. Get a first-hand demonstration of how card works by inviting me to your showroom for a complimentary consultation about Sharpe AutoCards system. Hand me your gift card, I’ll swipe it, process your transaction, and hand over your free coffee and donuts. Like gift cards you’ll use one day, this one can only be redeemed at place of business on card, which is to say, Tri-City Chev-Olds.

When is a good time for us to get together for coffee and a chat at your showroom? Call me at 123 456-7891 today and let’s set up an appointment.

Yours sincerely,

[signature in blue ink]

Brad K Phillips, Director, Sales

Sharpe AutoCards

© 2005 Sharpe Copy Inc. You may reprint this article online and in print provided links remain live and content remains unaltered (including "About author" message).

----

ABOUT THE AUTHOR