Which of the four B2B offers is right for you?

Written by Alan Sharpe


Continued from page 1

Deferred Offer The deferred offer asks prospects to let you know when you should contact them again. The wording of such an offer on a reply card might sound like this: ďNot interested right now, but get back to me on [date]: ___________________.Ē The prospect fills inrepparttar date. The deferred offer isnít really an offer, of course, since you are not offering anything. Itís more of a call to action. Use a deferred offer when you want to identify prospects who are neither able nor willing to buy right now, but might be inrepparttar 105189 future.

Negative Offer The negative offer asks your readers to tell you that they are not interested in what you are selling. The wording of such an offer on a reply card might sound like this: ďNot interested [please give reason]: ________________.Ē The reader givesrepparttar 105190 reason. The negative offer is likerepparttar 105191 deferred offer in that itís not an offer as much as a call to action (you are not offering anything). Use a deferred offer when you want to clean your mailing list, removing business names who are not prospects and never will be. Also use a negative offer to learn why people wonít buy from you. Their answers are informative (even surprising!).

I recommend that your direct mail piece include either a hard offer or a soft offer. You want to generate either a sale (hard offer) or a sales lead (soft offer). Putrepparttar 105192 other offers onrepparttar 105193 reply device only. You donít want multiple offers in your letter.



Alan Sharpe is a business-to-business direct mail copywriter and lead generation consultant who helps high-tech firms attract new clients using creative, cost-effective direct mail. Subscribe to "Sharpe & Direct," his weekly newsletter, at www.sharpecopy.com


Seven reasons to use direct mail for sales lead generation.

Written by Alan Sharpe


Continued from page 1

5. Predictable One advantage of knowingrepparttar success rates of your past mailings is that you can predictrepparttar 105187 success of future mailing. If you mailrepparttar 105188 same package withrepparttar 105189 same offer to a similar group of prospects atrepparttar 105190 same time of year, you can predict how many responses you will receive, and how many of those will translate into sales.

6. Can be improved through testing Because you can measure your direct mail results, you can also test your mailings. Test one package against another, one list against another, one offer against another, and youíll discover what works and what fails. That way youíll spend your marketing dollars where they are most effective (without relying on guess work or hunches).

7. Immediate General advertising builds brand awareness. Sales brochures inform. But a direct mail letter asks for action now. So if you need to generate sales leads, and donít have time to wait for your ad to appear in ďIT Buyers Quarterly,Ē send a direct mail letter and wait a week or so for a response.

Alan Sharpe is a business-to-business direct mail copywriter, sales lead consultant and owner of www.sharpecopy.com. Alan helps businesses attract qualified prospects using creative, compelling, cost-effective direct mail marketing.


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