Getting a Big Response from What to Consider when doing a Business-to-Business Mailing
BUILDING A LIST
Getting a Big Response from What to Consider when doing a Business-to-Business MailingJust as in a mailing to consumers, your mailing to a business audience should focus primarily on benefits to the reader. But while consumers often buy because they want a product, business prospects usually order only those products they feel they need.
To get business prospects to buy what they need from you, appeal to their "hot buttons." Typical business hot buttons are:
To get your mailing past the mail room, consider using a job title (not a name) in the address. Or include routing instructions right on your outer envelope.
To get past your prospect's secretary, consider these tactics:
In business-to-business mailings, often several people have a say in the decision to buy. So your mailing must include enticing benefits for all of these possible audiences:
Be sure to talk with your mailing list professional before you finalize your sales copy. They will help you identify all of your potential markets so you'll be able to include benefits for every potential buyer.
One good method of keeping your business prospect aware of you and your product is to regularly mail to a promotional newsletter. Keep it simple and easy to produce, and always include with it a postage-paid business reply card.
Another idea is to include a rolodex card in your mailing, so prospects can find you easily when they need you.